Brand Tone

sophisticated, conscious, serene

Brand Values

• •Sustainability
• •Local Production
• •Quality and Timelessness
• •Community

Best Practices

• •Emphasize Storytelling: Every product has a story, whether it's a vintage find or crafted from remnant fabric. Weave this narrative into product descriptions and social media posts to connect with customers on a deeper level.
• •Use a Refined and Evocative Vocabulary: Continue using words like "curated", "timeless", "hand-crafted", and "conscious" to maintain a sophisticated and intentional tone.
• •Maintain Visual Consistency: Ensure that all imagery aligns with the serene and high-quality aesthetic. The photography should be soft, well-lit, and focus on texture and detail, reflecting the quality of the products.
• •Educate and Inspire: Use blog posts and social media to share insights on sustainable living, interior styling tips, and the importance of supporting local artisans. This positions the brand as a knowledgeable and valuable resource.
• •Engage with a Calm and Appreciative Voice: In all customer interactions, from responding to comments to handling inquiries, maintain a respectful, helpful, and serene tone that mirrors the overall brand personality.

Social Perception

The public perception of thelinenry is that of a niche, high-end homewares brand with a strong ethical compass. Customers are likely to be those who value aesthetics, craftsmanship, and sustainability. The brand's clear messaging and consistent actions, such as the textile recycling program, build trust and appeal to a conscious consumer base, suggesting a positive and respected brand image within its target market.

Copy Examples

• •Introducing the Remnants Collection. Where forgotten fabrics are reborn into timeless treasures for your home. Each piece, delicately hand-sewn in Melbourne, tells a story of sustainability and style. Adorn your space with intention.
• •A find from a bygone era, ready for its next chapter in your home. Our latest Vintage Pick is a testament to the enduring beauty of pre-loved pieces. Discover unique homewares that bring character and history to your sanctuary.
• •Ready for a refresh? Give your pre-loved textiles a new life and make space for mindful new additions. We've partnered with UPPAREL to make recycling your old fabrics simple. As a thank you, enjoy $25 off your next thelinenry purchase. Let's close the loop on waste, together.
• •Inspired by the season, made to last a lifetime. Elevate your home with our collection of Australian-made soft furnishings, crafted with care for you and the environment. Enjoy complimentary shipping on orders over $150.
• •The epitome of understated luxury. Our Maple Velvet Cushion, sourced and hand-sewn in Melbourne, adds a touch of sophisticated comfort to any room. A simple way to infuse elegance and support sustainable design.