Brand Tone

Gentle & Caring, Inspiring & Creative, Trustworthy & Quality-Conscious, Personal & Passionate, Simple & Understated

Brand Values

• •Quality
• •Sustainability & Responsibility
• •Creativity & Craftsmanship
• •Beauty & Aesthetics
• •Customer Satisfaction
• •Passion

Best Practices

• •Prioritize "Gentle" Language: Use words that evoke softness, care, and comfort, especially when referring to products for children (e.g., "gentle," "cozy," "tender," "nurturing," "softest").
• •Highlight Quality and Certifications Subtly: Weave in mentions of "high-quality," "Oeko-Tex certified," and "organic" naturally within product descriptions and posts rather than just listing them. Explain the benefit (e.g., "gentle on sensitive skin," "peace of mind").
• •Emphasize the "Why": Connect with the passion for creating. Use phrases that inspire and speak to the joy of sewing and making something unique and personal (e.g., "sew your love," "create lasting memories," "handmade treasures").
• •Maintain Visual-Verbal Cohesion: Ensure the language used in copy always aligns with the soft, natural, and high-quality aesthetic of the product photography and website design. If the image is minimalist and serene, the copy should reflect that.
• •Incorporate the Founder's Voice (Subtly): Echo Sanja's stated preference for "simple designs, subtle colors, and little fuss" in the descriptive language. Phrases like "selected with love" or "passion for beautiful fabrics" can reinforce the personal, heartfelt nature of the brand.

Social Perception

Highly Positive, Reliable, Inspiring Source for Sewists, Associated with Natural and Safe Products

Copy Examples

• •Instagram Post (New Fabric Arrival): "Softness stitched with love. ✨ Introducing our new [Fabric Name] collection – GOTS-certified organic cotton, perfect for your little one's delicate skin. Imagine the cozy rompers and dreamy swaddles you’ll create. Explore the gentle hues on elliundelse.de. #OrganicFabric #SewingForBaby #ElliAndElse #NewArrival"
• •Facebook Ad (Targeting Sewing Enthusiasts): "Unleash your creativity with fabrics that feel as good as they look. At elli&else, we carefully select high-quality, sustainable materials like this dreamy Oeko-Tex certified muslin. Perfect for breathable summer dresses or the softest baby essentials. What will you make next? Shop now: [link] #SewingLove #FabricShop #SustainableSewing #DIYFashion #ElliAndElse"
• •Website Banner (Homepage): "Crafted with Care, Sewn with Love. Discover our curated collection of beautiful, high-quality fabrics, chosen with passion for your most precious creations. Mostly organic and Oeko-Tex certified. [Shop Now Button]"
• •Product Description Snippet (for a floral jersey): "Let your imagination bloom with our 'Wildflower Whisper' jersey. This incredibly soft, Oeko-Tex certified cotton jersey features a delicate floral print in muted tones, ideal for creating charming dresses, comfy leggings, or unique accessories. Sew something beautiful that tells a story. Quality you can feel, designs you'll adore."
• •Email Newsletter Subject Line: "New In: Gentle Fabrics for Your Heartfelt Projects 🧵❤️ Body Snippet: Hello [Customer Name], At elli&else, we believe that every stitch should be a joy. That's why we're thrilled to share our latest arrivals – a selection of exquisitely soft and sustainably sourced fabrics, handpicked with love by Sanja. [Link to New Arrivals] Perfect for those special projects that come straight from the heart."