Brand Tone

Elegant & Feminine, Aspirational yet Attainable, Authentic & Passionate, Calm & Ethereal, Appreciative & Personal

Brand Values

• •Craftsmanship & Quality
• •Timelessness & Elegance
• •Individuality & Self-Expression
• •Hope & Positivity
• •Slow Fashion Principles

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key tonal words (e.g., elegant, delicate, hopeful, authentic), phrases to use/avoid, and the overall feeling the copy should evoke. Share this with anyone creating content.
• •Focus on "Storytelling" and "Why": Infuse copy with the brand's origin (Elpis = hope), the passion behind the handmade process, and the intention for the wearer (e.g., to feel elegant, to carry a piece of hope).
• •Use Evocative and Sensory Language: Employ words that appeal to sight (luminous, shimmering, delicate), touch (smooth, fine), and emotion (cherished, hopeful, graceful) to paint a picture consistent with the brand's aesthetic.
• •Maintain Visual and Textual Harmony: Ensure that the tone of the copy aligns with the visual presentation on the website and social media. Light, elegant visuals should be paired with similarly toned text.
• •Review and Refine Regularly: Periodically audit website copy, social media posts, and marketing materials to ensure they consistently reflect the desired brand tone. Solicit feedback if possible.

Social Perception

Positive & Admiring, Seen as High-Quality Handmade, Associated with Delicacy and Elegance, Trusted for Materials, Supportive of Small Business

Copy Examples

• •Product Description (Necklace): "Adorn yourself with a whisper of the sea. Our [Necklace Name] features luminous freshwater pearls, hand-selected and artfully wire-wrapped on a delicate 14k gold-filled chain. A timeless touch of elegance, crafted with hope and intention in our Sydney studio."
• •Instagram Caption (Lifestyle Image): "Finding beauty in the simple moments, graced by the subtle glow of pearls. ✨ Each Elpis piece is a reminder to carry hope with you, always. #ElpisTheLabel #HandmadeElegance #PearlLove"
• •Email Subject Line (New Collection): "Introducing Whispers of Dawn: New Handcrafted Arrivals ✨"
• •About Us Snippet (Website): "At Elpis the Label, we believe jewelry is more than an accessory; it's a vessel of hope and a celebration of individual grace. Each piece is lovingly handcrafted in our Sydney studio, using carefully sourced pearls and gold-filled treasures, designed to be cherished for years to come."
• •Promotional Post (e.g., Mother's Day): "For the one who embodies grace and strength. ✨ This Mother's Day, gift a timeless piece from Elpis the Label, handcrafted with love and destined to be treasured. #MothersDayGift #HandmadeWithLove #ElpisJewelry"