Brand Tone

Elegant, Conscious, and Serene.

Brand Values

• •Quality & Craftsmanship
• •Sustainability
• •Timeless Style
• •Comfort & Well-being
• •Authenticity

Best Practices

• •Lead with the "Why": Always connect the product back to the core values. Instead of just saying "Buy our new linen pants," frame it as "Embrace conscious comfort with our new, handmade linen pants." Start with the values of sustainability, craftsmanship, or comfort.
• •Use a Sensory Vocabulary: Incorporate words that evoke touch, sight, and feeling. Use terms like "soft," "breathable," "lightweight," "gentle," "crisp," and "serene" to help the customer imagine the experience of wearing the clothes.
• •Tell the Story of Craftsmanship: Regularly mention the "handmade" nature and "Lithuanian heritage" of the products. This reinforces the value of quality and authenticity, distinguishing the brand from mass-produced competitors.
• •Maintain a Calm and Confident Tone: The copy should be reassuring and calm, never pushy or loud. Avoid using excessive exclamation points, aggressive sales language ("HURRY, ALMOST GONE!"), or fleeting slang. The tone should mirror the timeless and serene nature of the products themselves.
• •Educate on the Benefits: Consistently remind the audience about the practical and holistic benefits of linen—that it is thermo-regulating, hypoallergenic, and easy to care for. This educates the consumer and reinforces their purchase as a smart, conscious, and beneficial choice.

Social Perception

The social perception is positive, centered on high product quality and brand ethos, particularly sustainability. Customers appreciate the quality, comfort, and ethical alignment. There is an identified opportunity to build a stronger independent online presence due to limited widespread independent reviews.

Copy Examples

• •Breathe in the moment. Our classic linen dress is designed to move with you, from seaside strolls to serene afternoons. Crafted with care from 100% sustainable linen, it’s not just a garment—it’s a feeling. #linenluna #EffortlessElegance #SustainableStyle
• •The definition of timeless. Our Classic Linen Shirt is meticulously handmade from the finest Lithuanian linen, offering unparalleled softness and breathability. Its versatile design makes it a true wardrobe foundation piece, built to last and love through every season. Invest in conscious comfort and enduring style.
• •A Conscious Choice in Timeless Fashion. At linenluna, every stitch tells a story of quality and care. We believe in fashion that feels as good as it looks—hypoallergenic, sustainable, and effortlessly elegant. Discover our handmade linen collection and embrace a style that is kind to your skin and the planet. Shop Now.
• •For Your Wardrobe, and Your Well-being | The linenluna Collection
• •Where Timeless Style Meets Conscious Living. Explore our collection of handmade linen essentials, designed to bring effortless elegance to your everyday.