Brand Tone

Aspirational, refined, passionate, reassuring, knowledgeable, calm, minimalist, and modern.

Brand Values

• •Craftsmanship & Quality
• •Passion & Artistry
• •Timeless Style & Quiet Luxury
• •Comfort & Functionality

Best Practices

• •Lead with Passion, Support with Experience: Always start with emotive, aspirational language that speaks to the artistry and love for the craft. Follow it up with mentions of the "25 years of experience" or "master tailoring" to build credibility and trust.
• •Emphasize "Quiet Luxury": Use words like "refined," "sophisticated," "understated," "timeless," and "elegant." Avoid loud, sales-y language like "huge sale" or "don't miss out." The tone should be confident and let the product's inherent quality do the talking.
• •Focus on the Sensory Experience: Describe how the linen *feels*. Use words like "breathable," "softens with every wash," "lightweight," and "supremely comfortable." This helps the customer imagine the tangible benefit of the high-quality material.
• •Maintain a Minimalist Aesthetic in Text: Keep sentences clear, concise, and elegant. Use ample white space in website and email layouts. Avoid long, dense paragraphs. This textual minimalism will mirror the visual branding.
• •Tell the Story of the Garment: Instead of just listing features, frame each product as a piece with a purpose. Whether it's the "perfect Sunday pants" or a blazer that "takes you from boardroom to beach party," give the garment a role in the customer's life story.

Social Perception

Perceived as a premium, niche provider of high-quality linen wear, leading to loyal customers who value discovery and satisfaction.

Copy Examples

• •Perfection in every thread. Our White Band Collar Shirt is more than a garment; it's a testament to 25 years of dedication to our craft. Feel the difference that passion makes. #ProjectLinen #QuietLuxury #LinenLove #Craftsmanship
• •For the man who wants it all, and the woman who defines her own elegance. Project Linen offers unparalleled comfort and timeless sophistication, designed to move with you from the boardroom to a weekend escape. Discover our curated collection.
• •A Legacy of Linen. Each piece, a commitment to quality. Explore the new arrivals.
• •Engineered for effortless sophistication. This blazer is cut from premium, breathable European flax linen, offering a structured yet relaxed silhouette. The culmination of decades of tailoring expertise, it’s a versatile statement piece designed not just for a season, but for a lifetime. Layer it over a simple shirt or your favorite dress for an instant touch of refined elegance.
• •An Invitation to Everyday Luxury | Inside Project Linen