Brand Tone

Empowering & Confident, Sensual & Elegant, Intimate & Approachable, Thoughtful & Conscious, Authentic & Personal

Brand Values

• •Empowerment
• •Everyday Sensuality
• •Self-Love & Individuality
• •Comfort & Quality
• •Inclusivity & Connection
• •Ethical & Sustainable Practices
• •Curation & Considered Design

Best Practices

• •Embrace Everyday Sensuality: Focus copy on how the lingerie makes the wearer feel personally confident and sensual in their daily lives, rather than solely for external validation or special occasions. Use words like everyday, comfort, personal, inner, quiet confidence.
• •Empowerment Through Authenticity: Frame messages around self-love, acceptance, and the power of feeling good in one's own skin. Avoid language that suggests lingerie is purely for seduction; instead, highlight it as a tool for self-expression and comfort.
• •Maintain an Elegant & Refined Voice: Use sophisticated yet accessible language. The tone should be warm and inviting, like a trusted friend offering thoughtful advice, rather than overtly provocative or clinical.
• •Highlight Quality and Craftsmanship: Subtly weave in the value of well-made, lasting pieces. Connect this to the idea of investing in oneself and in items that bring sustained joy and comfort, aligning with the brand's ethical and quality-focused values.
• •Be Inclusive and Relatable: Use language that resonates with a diverse range of women and their experiences. Share stories or create scenarios in copy that reflect real-life moments where feeling good in one's lingerie can make a difference, reinforcing the intimate and approachable aspect of the brand.

Social Perception

Underlena is perceived as a sophisticated and niche lingerie provider that offers a unique and personal shopping experience. Customers and media view the brand as a destination for high-quality, comfortable, and sensual lingerie that moves beyond performative sexiness to a more personal and empowering form of self-expression.

Copy Examples

• •Headline: Discover Your Everyday Sensual. Body: At UNDERLENA, lingerie is more than an undergarment—it's a daily ritual of self-love. Experience pieces designed to make you feel incredible, effortlessly. #UnderlenaEmpowers
• •Headline: Confidence, Woven In. Body: Our new collection is here. Crafted from a desire for lingerie that’s as comfortable as it is beautiful, because feeling good should be your every day. Feel the difference. #SensualSelf
• •Headline: Beyond the Occasion. For You. Body: Redefine what sensuality means to you. UNDERLENA offers thoughtfully curated and designed lingerie that celebrates your individuality, every single day. It’s your secret, your comfort, your power. #EverydayLuxury
• •Headline: The Art of Feeling Good. Body: We believe true beauty comes from within, amplified by what’s worn closest to your skin. Explore lingerie that’s designed to be lived in, loved, and to empower your authentic self. #UnderlenaValues
• •Headline: Intimately Yours. Sustainably Minded. Body: Feel good inside and out. UNDERLENA is committed to quality, comfort, and conscious choices. Lingerie that not only celebrates you but also respects our world. #ConsciousSensuality