Brand Tone

Minimalist & Direct, Sophisticated & Refined, Understated & Confident, Aspirational

Brand Values

• •Timelessness
• •Quality
• •Simplicity
• •Versatility
• •Modern Femininity

Best Practices

• •Embrace "Less is More": Keep sentences short, direct, and declarative. Avoid unnecessary words, emojis, or slang to maintain a sophisticated tone.
• •Lead with the Product: Frame the product as the hero. Use the product's name as the subject of sentences (e.g., "The Tank. Cut from soft-stretch cotton.") to create a confident, direct voice.
• •Utilize a Core Lexicon: Consistently use a set of brand-aligned keywords like "uniform," "essential," "curated," "silhouette," "refined," and "archive" to reinforce brand identity.
• •Align Copy with Visuals: Ensure the clean, minimalist tone of the copy is always matched by high-quality, uncluttered imagery. The words and visuals must work together to tell the same story of sophistication.
• •Focus on the Feeling and Function: Go beyond visual descriptions. Use words that evoke the tactile experience and timeless function of the garment—"structured fit," "fluid drape," "second-skin feel"—to communicate quality and value.

Social Perception

A Go-To for Elevated Basics, Aesthetically Pleasing, Community-Oriented, Aspirational Lifestyle Brand

Copy Examples

• •The final layer. A structured silhouette designed for enduring appeal. Discover the Essential Blazer.
• •The Modern Uniform. Curated pieces for a life of elevated simplicity.
• •The Archive, Expanded: New Essentials Now Online.
• •One dress, endless possibilities. The Slip Dress styled for day, night, and everything in between. #oeagirls #capsulewardrobe #minimalstyle
• •Engineered for a flawless drape and all-day comfort. The foundation of your everyday uniform. Available in Black and Bone.