Ashley Simonetto Studio

I Love Linen

Celebrating 10 years as an industry leader, I Love Linen engaged in a brand refresh and strategy to better solidify their reputation and unify their guidelines. Whilst retaining the original logo, a system was built to house their multiple fibre ranges, beyond linen. Through redefining the content pillars, we positioned the brand as not just about beautiful product, but the experiences it cultivates at home and beyond.


Brand Refresh
Visual Strategy
Content Pillars
Art Direction
Social Media


Our task was to expand the brand's recognition from their iconic French linen bedding products, to everyday luxury items that celebrate life beyond the bedroom. Through conducting a full scale brand positioning workshop and brand audit, we worked closely with the founder and team, to redefine the narrative whilst still remaining faithful to the brand’s reputation. In addition, we examined the brand's existing social media feed to evaluate the content pillars and product post ratios, with the aim to boost audience interest. Our objective was to create a feed that is bursting with inspiring, educational and engaging content - a feast for the eyes.

“Ashley is always super courteous and also super communicative in all the ways you need a designer to be in a rebrand project. She's smart, thorough, reliable and has a great eye!" — Lauren Roe, Founder