Brand Tone

Poetic, Authentic, and Reverent

Brand Values

• •Heritage Valorization
• •Sustainability and Circular Economy
• •Artisanal Craftsmanship
• •Aesthetics and Creation
• •Authenticity

Best Practices

• •Lead with the Story: Always begin with the narrative. Whether it's the origin of the fabric, the inspiration for the dye, or the history of a vintage print, the story is the most valuable asset. This reinforces the brand's heritage value.
• •Use Evocative, Sensory Language: Employ descriptive words that appeal to touch, sight, and emotion. Phrases like "robust, yet supple," "colors of the autumn leaves," and "timeless charm" create a tangible and emotional connection to the products.
• •Emphasize "Unique" and "Handcrafted": Consistently remind the audience that no two pieces are alike. This justifies the premium nature of the products and highlights the value of artisanal work over industrial production.
• •Connect Products to a Lifestyle: Frame the products as facilitators of a "slow," "authentic," or "conscious" lifestyle. This taps into the aspirational aspect of the Kinfolk movement and attracts customers who share those values.
• •Maintain a Reverent Tone: The language should always be respectful of the materials and their history. This positions the brand as a custodian of heritage, not just a seller of goods, building trust and a perception of authenticity.

Social Perception

A high-end, niche artisan brand; passionate, principled, and deeply connected to its craft. Perceived as a trusted expert delivering durable, beautiful, and customized products. Associated with the aspirational Kinfolk lifestyle, championing slow living, community, and eco-consciousness, making purchases an investment in a sustainable and artful way of life.

Copy Examples

• •From a forgotten 19th-century linen sheet to a soft-hued treasure for your home. Each fold and fiber of this cushion tells a story of the past, reawakened with colors inspired by the Brittany coast. This isn't just a pillow; it's a piece of history, handcrafted to live on with you. #KinfolkUpcycling #TextileHeritage #SlowLiving
• •Old Fabrics, New Soul. Discover Handcrafted Linens with a Story to Tell.
• •Crafted for the modern artisan, our aprons are born from robust, century-old French hemp. We've hand-dyed this piece in a rich, earthy tone and finished it with a vintage floral print pocket and our signature Folk ribbon. Designed for durability and timeless style, it’s a tribute to craftsmanship, made to accompany you in your own creative pursuits.
• •Kinfolk Upcycling began with a simple observation: our attics and armoires are full of forgotten treasures. Founded in Brest, we hunt for the finest antique textiles, seeing not old sheets, but a canvas for new creation. We believe in the beauty of the circular economy and the enduring value of French craftsmanship. Each unique piece we make carries the soul of its past into the heart of your home.
• •Just In: New Heirlooms for the Conscious Home.