I Love Linen, founded in 2013 by Lauren Roe, quickly became a leader in bedding through its focus on accountable fabric production and artisanal quality. The brand embraces a lifestyle of warmth and escapism, blending an urban aesthetic with a coastal, slow-living mindset.

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The challenge was to expand recognition beyond the iconic French linen bedding to everyday luxury items, that celebrate life beyond the bedroom. A full-scale brand positioning workshop and audit were conducted with the founder and team to redefine the narrative while honouring the brand’s reputation.

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The social media feed was reviewed to evaluate content pillars and product post ratios, aiming to boost audience engagement with inspiring and educational content.

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A new secondary logo lockup and product naming system added flexibility to showcase fibres beyond linen, working with the original logo rather than breaking it. Introducing an optional comma provided a solution to the iconic ‘I Love Linen’ logo, by dropping ‘linen’ when needed and stacking an alternate fibre name. ES Peak was purposefully selected for the subtle wave in its crossbars and approachability, capturing the brand’s coastal essence.