Brand Tone

aspirational, sophisticated, and warm

Brand Values

• •Quality & Craftsmanship
• •Natural & Authentic
• •Comfort & Everyday Luxury
• •Sustainability & Ethical Sourcing
• •Design-Led Innovation
• •Customer-Centricity
• •Global Presence, Local Connection

Best Practices

• •Embrace Evocative Language: Use descriptive words that appeal to the senses – touch (soft, plush, textured), sight (beautiful, serene, elegant), and emotion (comfort, warmth, peace).
• •Highlight Natural Origins and Quality: Consistently mention the source of materials (e.g., "New Zealand sheepskin," "Peruvian alpaca") and the quality inherent in natural fibres. Use terms like "premium," "finest," "hand-selected."
• •Focus on "Everyday Luxury" and Comfort: Frame products not just as beautiful objects, but as enhancers of daily life and comfort in the home.
• •Communicate Sustainability Authentically: Clearly and honestly share efforts in ethical sourcing, environmental responsibility, and the longevity of natural products. Avoid greenwashing; be specific.
• •Maintain a Sophisticated yet Approachable Voice: While the brand is premium, the tone should remain inviting and relatable, inspiring customers to create their ideal living spaces without being intimidating. The warmth should come through, making the luxury feel attainable and well-deserved.

Social Perception

Customers generally perceive the brand as offering high-quality, luxurious, and comfortable products. Reviews frequently highlight the softness, beauty, and durability of the items. The public who are aware of the brand likely associate it with premium natural fibres, especially sheepskin and wool. Seen as a Premium Brand. Growing Awareness of Sustainability Efforts.

Copy Examples

• •Instagram Post (Showcasing a sheepskin rug): Sink into pure, natural comfort. Our ethically sourced sheepskin rugs are more than just a statement piece; they're an invitation to unwind, crafted by nature, designed for your life. Experience everyday luxury. #FibreDesign #NaturalLiving #HomeComfort #SheepskinRug #LuxuryDecor
• •Facebook Ad (Promoting Alpaca Throws): Wrap yourself in the whisper-soft warmth of the Andes. Our Alpaca Throws, sourced with care and crafted for ultimate coziness, bring a touch of global artistry and enduring comfort to your favourite spaces. Discover the art of natural relaxation. [Shop Link] #FibreByAuskin #AlpacaThrow #NaturalFibres #SustainableLuxury #CozyHome
• •Product Description (for a new cushion): Introducing the 'Avalon' Cushion – where timeless design meets the gentle embrace of nature. Woven from the finest [specific natural material], its subtle texture and serene hue evoke a sense of calm and understated elegance. Perfect for adding a touch of sophisticated comfort to your sofa or sanctuary. Crafted for lasting beauty and moments of peace. [Inspired by existing product names/descriptions]
• •Email Newsletter Snippet (Highlighting sustainability): At Fibre Design, luxury and responsibility go hand-in-hand. We believe true beauty lies in nature, which is why we're dedicated to ethical sourcing and mindful production. From traceable wools to recycled packaging, every choice is a step towards a more beautiful and sustainable home for you, and for the planet. Learn more about our journey. [Link to Sustainability Page]
• •Website Banner (General Brand Message): Fibre Design: Weaving Nature's Finest into the Fabric of Your Home. Explore authentic comfort, timeless style, and sustainable luxury.