Brand Tone

aspirational, serene, and sincere

Brand Values

• •Quality and Durability
• •Affordable Luxury
• •Natural and Sustainable
• •Simplicity and Timelessness
• •Comfort and Well-being

Best Practices

• •Lead with Emotion and Sensation: Use descriptive words that evoke feelings of comfort, calm, and touch. Words like "soft," "breathable," "serene," "dreamy," and "restful" align perfectly with the brand.
• •Tell the Story: Weave the brand’s origin story and values into the copy whenever appropriate. Reminding customers that they are supporting a small, family-run business with a genuine passion for its product builds a strong connection.
• •Emphasize Natural Elements: Consistently reference nature, whether through color names (Olive, Rust) or by highlighting the sustainable, natural origins of flax linen. This reinforces the brand's eco-conscious values.
• •Keep it Simple and Sincere: The tone is not overly formal or technical. It's warm, personal, and honest. Write as if you are offering a recommendation to a friend, maintaining authenticity.
• •Focus on the "Why," Not Just the "What": Instead of just selling sheets, sell the promise of a better night's sleep, a more peaceful sanctuary, and a timeless investment in one's home and well-being. The product is the means to a more comfortable and beautiful life.

Social Perception

The public perceives The Linen Project as a trustworthy, high-quality, and authentic brand. Customers feel they are buying a piece of "sheer luxury" and often express that they will never go back to other materials. The brand is seen as a go-to for beautiful, durable linen that offers excellent value. The personal touch of the founders' story and their commitment to customer service resonates well, building a loyal customer base that feels connected to the brand's journey.

Copy Examples

• •Breathe in, breathe out. Your bedroom should be the one place where the world outside melts away. Our 100% French flax linen in earthy Olive is designed to do just that. Soft, sustainable, and serene. Link in bio to create your sanctuary.
• •From our family to yours, we believe luxury should be lived in. The Linen Project was born from a love for beautiful, durable linen that doesn't cost the earth. Experience the softness of stonewashed French flax. Shop our collection and find your dream bedding.
• •Uncomplicated beauty. Our Natural linen flat sheet is the cornerstone of a restful bed. Made from 100% pure French flax, it’s stonewashed for an exquisitely soft, lived-in feel from the very first night. Durable, breathable, and effortlessly elegant—this is the simple luxury you deserve every day.
• •That feeling of slipping into fresh, soft linen... It’s a simple pleasure, isn’t it? We think it’s one you should enjoy every night. Discover our new arrivals, inspired by the calming colors of nature and crafted to last a lifetime. Find your perfect shade today.
• •The ultimate stamp of approval. So soft and comfortable, everyone in the house will want to curl up in it. #LinenBedding #BedroomGoals #CozyHome #TheLinenProject