Brand Tone

empowering, intimate, and sophisticated

Brand Values

• •Empowerment
• •Self-Love
• •Quality & Craftsmanship
• •Elegance & Style

Best Practices

• •Always lead with empowerment: Frame all messaging around the idea of making the customer feel powerful, confident, and beautiful for herself.
• •Use intimate and personal language: Address the customer directly with words like "you" and "your" to create a personal connection. Use phrases that speak to inner feelings and confidence.
• •Highlight the handcrafted quality: Use words like "handcrafted," "artisanal," and "designed in Amsterdam" to emphasize the unique and high-quality nature of the products.
• •Maintain a sophisticated and elegant tone: Avoid overly casual or slang language. The copy should reflect the refined aesthetic of the brand.
• •Focus on the "why" not just the "what": Instead of just describing the product, explain the feeling and the confidence it is meant to inspire. The core message is about the experience of wearing the lingerie, not just the lingerie itself.

Social Perception

A high-end, boutique lingerie brand that values its customers' emotional well-being over simple sex appeal, seen as a source of confidence and a celebration of femininity, aiming to cultivate a community of women who share these values.

Copy Examples

• •Designed to be seen. Our new lace bralette is a reminder of your own strength and beauty. Let a little lace peek through and conquer your day. #AtelierM #EmpowerYourself
• •It's not just lingerie, it's a love letter to yourself. Discover our collection of handcrafted pieces and embrace the gorgeous woman you are. #AtelierMLingerie #SelfLove
• •More than just lace. It's a feeling. Experience the confidence of Atelier M.
• •Your daily confidence boost, handcrafted in Amsterdam. How do you style your Atelier M.?
• •Hello gorgeous, ready to unleash your inner goddess? Our new collection has just arrived. Be the first to discover designs that celebrate you.