Brand Tone

Aspirational, romantic, and whimsical, while maintaining a friendly and approachable feel. It conveys elegance and sophistication, using emotive and descriptive language to evoke feelings of confidence, beauty, and enchantment. The brand communicates in a familiar, encouraging manner.

Brand Values

• •Celebration of Femininity
• •Creating Special Moments
• •Elegance and Quality
• •Confidence and Self-Expression
• •Community

Best Practices

• •Use Evocative and Sensory Language: Instead of simply describing a dress, describe the experience of wearing it. Use words like "breezy," "sun-kissed," and "dances with every step" to reinforce the brand's whimsical and romantic tone.
• •Focus on the "Moment," Not Just the Product: Frame the clothing within a narrative. Position the products as part of a customer's life story, whether it's for a special date, a dream vacation, or a wedding.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure that all visuals—photos, videos, and graphics—align with the dreamy, romantic, and high-quality aesthetic of the brand's copy.
• •Engage with the Community Using the Brand's Voice: When responding to comments and messages, maintain a friendly, elegant, and positive tone. Address customers personally and use emojis that fit the brand's personality (e.g., ", ", ").
• •Create a Brand Voice Style Guide: Develop an internal guide that outlines key tonal words (e.g., "dreamy," "romantic," "elegant") and words to avoid. This will help ensure consistency across all brand communications.

Social Perception

Ellaie is perceived as a go-to brand for 'occasion wear,' recognized for beautiful, photo-worthy dresses suitable for travel, summer events, and special celebrations. It is considered trendy and aligned with the aesthetic preferences of its target audience, despite occasional concerns about operational aspects.

Copy Examples

• •Introducing the Seraphina Dress. ✨ Some moments are too magical for words, but the right dress can say it all. Designed with whispered secrets of lace and a silhouette that dances with the wind. Where will you make your next memory in it? #Ellaie #DreamInEllaie
• •Subject: An invitation to your next great romance... Body: It might be with a new city, a new love, or simply with yourself. Our new 'Amour Collection' is here to ensure you're dressed for the occasion.
• •Your wanderlust has a new uniform. ✈️ From the cobblestone streets of Europe to a sunset on the beach, our dresses are made for memories. The only thing you need to pack is your passport. Shop the Vacation Edit on Ellaie.co.
• •The Giselle Floral Maxi Dress: Fall in love with the feeling of pure romance. The Giselle dress isn't just worn; it's experienced. With its delicate floral print cascading down soft, breathable fabric and a tie-back detail that offers a final touch of charm, it's crafted for garden parties, golden hour, and moments you'll want to relive forever.
• •The main character dress has arrived. 💖 #fairytale #cottagecore #weddingguestdress #ellaie