Brand Tone

Warm, Trustworthy, Eco-Conscious, and quintessentially British.

Brand Values

• •Sustainability & Environmental Responsibility
• •Quality & Durability
• •Heritage & Tradition
• •Innovation
• •Customer Focus & Practicality
• •Ethical Practices

Best Practices

• •Emphasize Heritage & Trust: Regularly weave in mentions of their long history (since 1954), family-run nature, and Yorkshire/British manufacturing roots to build trust and authenticity.
• •Spotlight Sustainability: Consistently highlight the eco-friendly aspects of products and manufacturing processes (recycled materials, zero-to-landfill, etc.). Make this a clear and easily understandable benefit for the consumer.
• •Use Warm & Inclusive Language: Adopt a friendly, approachable, and slightly informal tone (especially for the Hug Rug brand) that resonates with homeowners and pet lovers. Avoid overly technical jargon.
• •Focus on Practical Benefits & Quality: Clearly communicate the functional advantages of the products (e.g., dirt-trapping, absorbency, machine washability, durability) alongside their aesthetic appeal.
• •Maintain Visual & Messaging Cohesion: Ensure that the imagery used alongside copy (especially on social media and the website) reflects the warm, home-focused, and eco-conscious values of the brand. Lifestyle shots showing products in use are effective.

Social Perception

Customers generally perceive Hug Rugs (Phoenox's flagship consumer brand) very positively. Within the industry and among B2B clients, Phoenox Textiles is seen as a long-standing, reputable, and innovative UK manufacturer. The brand is increasingly recognized as a go-to for consumers seeking environmentally friendly home textile options.

Copy Examples

• •Headline: Keep Your Home Clean, Naturally. Our Hug Rugs, Made in Yorkshire from Recycled Materials. Body: Tired of muddy paws and messy floors? Our Hug Rugs trap up to 95% of dirt and moisture, keeping your home beautifully clean. Crafted with care in our Yorkshire mills using recycled materials, they’re as kind to the planet as they are to your floors. Machine washable and built to last.
• •Headline: 70 Years of British Craftsmanship, Woven into Every Fibre. Body: Since 1954, our family has been dedicated to creating high-quality textiles in the heart of Yorkshire. Phoenox Textiles blends heritage techniques with modern innovation to bring you durable, stylish, and sustainable rugs and mats for every home. Experience the difference quality makes.
• •Headline: Love Your Pet, Love Your Planet. Eco-Friendly Solutions from Howler. Body: Designed by pet lovers, for pet lovers. Our Howler range offers practical, durable, and machine-washable mats made right here in the UK from recycled materials. Because caring for your furry friend shouldn't come at the expense of the earth.
• •Headline: Step into Sustainability. Zero Waste, Maximum Comfort. Body: At Phoenox Textiles, we're proud to operate a zero-to-landfill factory. Our Hug Rugs are not only designed to bring comfort and style to your home but are made with a deep commitment to protecting our beautiful Pennine landscape. Choose a rug that feels good, and does good.
• •Headline: The Heart of Your Home, Protected by Hug Rug. Body: From bustling hallways to cozy kitchens, our award-winning Hug Rugs are designed for modern life. Super absorbent, incredibly durable, and effortlessly stylish – all while being proudly made in Britain with eco-friendly materials. Give your home the Hug it deserves.