Brand Tone

personal, gentle, and aspirational

Brand Values

• •Delicacy & Femininity
• •Authenticity & Personal Connection
• •Simplicity & Elegance
• •Quiet Confidence

Best Practices

• •Always Weave the "Twin" Narrative: Consistently mention the "designed by twins," "sisters," or "our story" angle in campaigns, product descriptions, and social media. This is your most unique selling proposition.
• •Maintain a Consistent Lexicon: Create a brand dictionary of approved words. Prioritize terms like delicate, fresh, gentle, soft, elegant, personal, dream, and simple. Avoid overly aggressive or sales-heavy words like hurry, last chance, or buy now in organic content.
• •Focus on the "Feeling," Not Just the "Look": Describe how wearing the lingerie will make the customer feel—confident, comfortable, beautiful, special. Use sensory language that evokes touch and emotion.
• •Adopt a "Less is More" Approach: Keep copy clean, concise, and easy to read, mirroring the brand's minimalist aesthetic. White space in text is as important as it is in your visuals.
• •Use Questions to Foster Connection: Engage the audience by asking gentle, personal questions in social media captions (e.g., "What little moments make you feel beautiful?" or "Which piece from our collection is your favorite?"). This reinforces the personal, community-focused value of the brand.

Social Perception

boutique, design-led lingerie brand; authentic and trustworthy, drawn in by the personal "twins" narrative; associated with high-quality craftsmanship and European style due to "Designed in Italy"; viewed as a source for special, yet wearable pieces that feel more personal than mass-market alternatives. The audience values design stories and aesthetics.

Copy Examples

• •Delicate details for your everyday. Our first collection was born from a dream between sisters to create something beautiful to share with the world. Discover the piece that speaks to you. #EllieAndLulu #DesignedByTwins
• •Welcome! A special gift from our story to yours. Enjoy 10% off your first piece of delicate, Italian-designed lingerie.
• •Meet the Sorella Bralette—as fresh and gentle as a morning breeze. Designed by us, for you, this piece is crafted from the softest lace with a delicate touch. It’s the perfect whisper of elegance for moments when you want to feel beautiful just for yourself. Part of our very first collection, it holds a special place in our hearts.
• •From a Shared Dream to a Delicate Reality. We're Ellie and Lulù, twin sisters with a single passion: creating lingerie that feels as good as it looks. It all started with a simple idea to design delicate, fresh pieces we wanted to wear ourselves. Today, we're sharing our first collection with the world, and we're so happy to have you as part of our story.
• •Fresh, Delicate Lingerie. Designed in Italy. Tired of the ordinary? Discover Ellie and Lulù, a new lingerie collection designed by twin sisters. Experience delicate lace and fresh designs made to make you feel beautiful. Shop our first collection now and enjoy 10% off your first order.