BR A ND M ANUAL 2020
TABLE OF CONTENTS 01 / BRAND STORY
03 / VISUAL IDENTITY
04
Ou r Pu rp ose
15
05
Our Prom i se s
08
Our Prod u c ts
09
Target S e gm e nts
04 / APPLICATIONS
M o o d B oa rd
22
In s t a g ra m Fe e d
16
Prima r y Lo g o
23
In f lu e n ce rs
17
Se co n d a r y Lo g o
24
Ou r We bs ite
18
Lo g o U s a g e
02 / POSITIONING
19
Co lo r Pa le tte
11
Shapewea r S ti gm a
20
Ty p o g ra phy
12
Diffe re nti a ti on
13
Pers onal i ty & Ton e
05 / CONCLUSION 26
So u rce s
01 BRAND STORY
Brand Story
Our Purpose - 04
Our Story Ellewear is a women’s shapewear brand designed to make women feel chic, stylish, and sexy. Our brand will revolutionize the shapewear industry by selling affordable and quality shapewear products which each double as a genuinely beautiful piece of lingerie. By offering 2-in-1 versatility and value in a shapewear product, we hope to cultivate a loyal following of customers who feel as though the current shapewear industry does not serve their individual needs and desires.
Our Mission Ellewear’s mission is to create products which empower women to love their bodies just the way they are and help them feel like the most confident version of themselves. We believe when you feel like the best version of yourself, you end up living your best life.
Our Values At Ellewear, nothing is more important than the women wearing our product. And our commitment to them shapes our core values. We value diversity, self-confidence, and comfort, both in the product and in one’s own skin. At every level our products and services exist to support these values and these values have been supported by conversations with the very people we aim to work for. Ellewear’s shapewear is meant to be accessible to everyone, to make them feel empowered by shapewear and not afflicted with it, and to be comfortable to wear anything that will leave them feeling comfortable personally.
Our Slogan The everybody, everywhere shapewear.
Brand Story
Our Promises - 05
everybody shapewear
Brand Promise #1 We promise to make shapewear for every body. Ellewear is proud to offer inclusive shapewear fits from size XXS to size 5X. We believe all body types deserve to be loved and valued exactly the way they are. On our website, each product description contains pictures of at least two different sized women modeling the product to demonstrate how it looks on multiple body types.
Brand Story
Our Promises - 07
compression without constriction
Brand Promise #2 We promise to make actually comfortable shapewear. Our products are crafted from organic and sustainable fabrics. Instead of the typical tight and constrictive shapewear fits, our patented fabric technology allows us to offer stretchability, breathability, premium support, and most of all, ultimate comfort and coziness.
Brand Story
Our Promises - 06
say goodbye to boring shapewear
Brand Promise #3 We promise to make shapewear exciting. Unlike the brands competitors who offer limited fabrics and colors, our products come in a wide variety of neutral and bright colors, patterns, and premium fabrics such as velvet, lace, and vegan leather. With new products and coupon promotions being launched constantly, the shopping experience at Ellewear is always exciting, fresh, and fun!
Ellewear Brand Strategy
Our Product Line
Our Products - 08
Product Types
Each piece of shapewear at Ellewear is meticulously designed with versatility, functionality, comfort, and of course, cuteness in mind. The product line is comprised of bras, underwear, and bodysuits in a vast variety of cuts, with each cut designed to accentuate features on a specific body type. We offer an interactive quiz in our ecommerce website to help our customers find their perfect Ellewear fits and styles.
Colors We offer each of our base products in several skin tone shades, however we believe shapewear is much more fun when it is not limited to only skin tone colors. On a monthly basis, we release limited-edition product collections in a new variety of trendy and vibrant color shades. Bras: Our bras come in cuts ranging from full coverage to plunging cover-
Fabrics Our patented fabric technology allows us to offer our stellar support and comfort in a wide variety of sustainable fabrics, including cotton, lace, mesh, velvet, and even vegan leather.
age and feature varying levels of of support and uplift. Whether you’re looking for maximum, cup-boosting volume, or a barely there comfort, you can always trust that Ellewear has your needs covered. Undergarments: Our undergarment pieces are offered in low-rise, mid-rise, and high-rise, with a wide spectrum of cuts ranging from thongs to full-cov-
Fit We offer a 30-day fabulous fit guarantee! If our customer doesn’t love a product, they are welcome to mail it back free of charge for an exchange or refund.
erage shorts. Our everyday pieces offer hip-hugging compression and our specialty-wear offers unbelievable booty-boosting support. Bodysuits: Our bodysuits come in a vast assortment of cuts including strapless, backless, and even a full jumpsuit. Our premium fabrics and fits will hug your tummy and smooth those fabulous curves.
Brand Story
Target Segments - 09
Customer Description
SEGMENT #1: The Young and Trendy
SEGMENT #2: The Successful Businesswomen
Demographic: women aged 20 to 30, college graduates, income
Demographic: women aged 30 to 45, college graduates, income
between $25k to $75k, entry-to-mid level jobs
between $75k to $150k, mid-to-high level jobs
Geographic: emphasis on cities such as NYC, Chicago, and Philly
Geographic: focus on large cities, with a sub-focus on suburbs
Behavioristic: seek versatility in clothing, frugal minded but spend
Behavioristic: brand loyal, shops online, seeks affordable options
more for quality
Pyschographic: strongly values appearance, strives to represent
Pyschographic: socially active, trend-followers, active on Instagram
themselves professionally, active on Instagram
Insight from Interview Research
Insight from Interview Research
“Generally, I associate the word ‘restricting’ with shapewear.”
“I have a generally negative view on shapewear. I mean, no one wants
Given this insight, Ellewear will aim to market itself as a comfortable
to admit that they need it.”
and breathable shapewear option. Shapewear is commonly viewed as
Given this insight, Ellewear will aim to position itself not as something
tight and uncomfortable, therefore it is important for us to focus our
women “need” to wear, but as something women “want” to wear.
copywriting and visuals on defying that notion of shapewear.
We will accomplish this by making all aspects of shapewear fun and positive - style, fabric, buying, customer service, etc.
02 BRAND POSITIONING
Brand Positioning
Shaperwear Stigma - 11
Stigma and Stereotypes Surrounding Shapewear - Societal pressure to meet unattainable beauty standards - Ubiquitous exposure to heavily edited photos on social media
- The purpose of shapewear is to hide your flaws
->
-Viewpoint of shapewear as a necessary obligation
Shapewear often has a negative stigma and is associated with negative ideas that can leave the consumer feeling dejected and intimidated. Unattainable body standards are rapidly becoming even further cemented into women’s minds through social media. To some women, shapewear feels as though it is a last resort to fit into an ideal body type or to feel worthy of wearing certain types of apparel.
Ellewear’s Unique Positioning on Shapewear - Ideal body types do not exist. We are all beautifully unique. - Learning to love your body improves your quality of life.
->
- The purpose of shapewear is to enhance confidence - Viewpoint of shapewear as a optional choice
Ellewear seeks to rectify damaging societal notions by transforming shapewear into a fashionable choice which empowers the wearer. Ellewear sets itself apart from the competition through its true body positivity and focus on style and fashion, rather than pressure of body size and weight. We move past the boring, outdated stereotypes of shapewear and give off an entirely different vibe. When consumers think of Ellewear, they’ll think of it as the refined, fashionable, and sexy alternative to already existing shapewear brands. No longer will it feel like an upsetting, dreadful necessity, but it will instead feel like a bold, exciting choice.
Brand Positioning
Differentiation - 12
The Positioning of Ellewear
Competitor Brands
Ellewear is quality at an affordable price . . .
Skims: Mid to high price. Run by Kim Kardashian. Luxury, high quality
Ellewear aims to fill the gap in the marketplace demonstrated by the
shapewear to help women feel and look good
perceptual map by selling affordable shapewear targeted towards
Yummie: Low to mid prices. Aims to be more comfortable and help
younger demographics. In providing affordable products in a vast range
women love their bodies.
of styles, Ellewear hopes to increase the volume of products purchased
Honeylove: High price. Sexy and powerful feeling is the goal. Aim to
by customers in a single transaction. In addition, by having a robust
show off their “sculptwear� technology.
loyalty program for customers, Ellewear hopes to maintain repeated
Spanx: Mid to high prices. Large variety of products. Sold online and at
happy customers.
department stores
Ellewear is fashionable and sexy . . .
Perceptual Map
Many competitor brands offer outdated and traditional shapewear
LUXURY
options in dull colors. Ellewear sees this as an excellent opportunity to differentiate itself and provide customers shapewear they will actually look forward to wearing. Instead of shapewear being a single-function product, Ellewear has repurposed it to have multiple functions, such as both a supportive confidence enhancer and a sexy piece of lingerie.
YOUNGER DEMOGRAPHIC
OLDER DEMOGRAPHIC
Ellewear is inclusive . . . While other brands may passively tell through words of their inclusiveness, Ellewear aims to instead constantly show through actions that they embrace diversity and actively practice activism.
AFFORDABLE
Brand Positioning
Brand Personality & Voice - 13
Brand Personality & Tone of Voice Playful & Fun
Cheeky & Provocative
“Just as comfy as your favorite pair of
“Shapewear cozy enough for day-
leggings. (You know, that one go-to
wear and sexy enough for night-
pair you wear 500x a week.)”
wear.”
Authentic & Relatable
“No more sweat. No more dread. Ellewear’s non-claustrophobic shapewear supports your body without making it feel suffocated.”
Brand Personality: The Ellewear brand exudes feelings
Brand Voice: As you can see in the examples here, Ellewear
which remind the customer of fun and spectacle. We are
strives to speak to its audience with a human voice in a
stylish, refined, sexy, forward-thinking, fun, and exciting. Our
playful, cheeky, and relatable manner. Ellewear often appeals
high-class, sociable brand personality is central to the way
to its audience through humorous puns, memes, and
consumers think of Ellewear.
relatable stories.
03 VISUAL IDENTITY
Visual Identity
Mood Board - 15
Mood Board Our goal in developing a visual identity for Ellewear is to contrast the overly serious, dull, competitor brands in the shapewear industry. Our vision is for Ellewear to evoke a sense of exuberance through vibrant colors, fun designs, and uplifting messages..
Visual Identity
PRIMARY LOGO
This primary wordmark logo will be used throughout the majority of branded materials.
The primary logo was hand-drawn to give a bold and organic vibe with a sense of lighthearted quirkiness.
The letters “ll” were strategically crafted to take the appearance of a piece of shapewear. The purpose of this is to serve as a constant reminder of the brand’s mission in order to help ingrain the Ellewear name into viewer’s minds.
Proper use of the logo is to pair a dark text color with a light background or a light text color with a dark background.
Primary Logo - 16
Visual Identity
SECONDARY LOGO
This secondary logo will be used in packaging and brand materials where the shape of the primary logotype does not work.
The rounded imperfect circle coupled with the hand-drawn logotype gives off an organic feeling.
The shapewear illustration is emphasized in this logo as it is large and front and center, with the purpose of providing an understanding to viewers of the types of products Ellewear sells.
Proper use of the logo is to pair a dark text color with a light background or a light text color with a dark background.
Secondary Logo - 17
Visual Identity
Logo Usage - 18
Improper Logo Usage
Do not resize the logo in a disproportionate manner
Do not use dark font colors on dark backgrounds
the everybody, everywhere, shapewear
Do not place caption text too close to the logo
Do not rotate the logo or put inside of unapproved shapes
Visual Identity
Color Palette - 19
Color Palette Primary Bold Vibrant Shades White #EDEAD8
Secondary Soft Muted Shades
Sunshine #FECA4A
Coral #EC7C68
Teal #32969C
Black #201D1E
75% Tint 50% Tint 25% Tint 10% Tint
Our color palette is designed to allow for a mix of feminine and neutral color combinations to take place. The primary color palette will be used for text and where bold pops of color are warranted. The secondary color palette is composed of tints of the primary colors and will be used to accent and support the primary color palette to offer variety and depth in the design of branded materials.
Visual Identity
Typography - 20
Montserrat Font Family
Typography We believe it is important to prepare our branding materials with a sleek sans
Montserrat Normal Paragraphs and Sub-Headers
serif font family in order to prevent distractions from the logo. By maintaining
Montserrat Medium Montserrat Semi Bold
a minimalist and ‘less is more’ aesthetic, our goal is to allow the creative logo and photos in our brand materials stand out most to the viewers.
The thinner fonts in this family will be used for writing paragraphs and small
Montserrat Bold Montserrat Extra Bold Montserrat Black
subheadlines.
Main Headers and Titles
The bolder fonts in this family will be used to writing headlines and titles.
04 BRAND APPLICATIONS
Applications
Instagram Feed- 22
Social Media Presence Ellewear’s social media presence will feature a combination of photography of models wearing products, candid lifestyle photos, and inspiring quotes. Through our target segment interview research, we found that both segments primarily use Instagram for social media and highly value the opinions of trusted influencers. Given this, Ellewear plans to have a frequent, highly interactive presence on Instagram, by posting daily pictures, Instagram stories, and behind the scenes Instagram reels.
Visual Identity
Influencers- 23
Influencer Marketing Influencer marketing is a highly efficient use of Ellewere’s advertising budget, because it will provide prime authentic exposure to our target segments. By building an ambassador team with a diverse assortment of micro and macro influencers, Ellewear aims to gain brand awareness and showcase our shapewear products’ superior functionality to our target segments.
Influencer Post Mockup As you can see in the Instagram post mockup to the left, an influencer is posing in our shapewear. For the caption, she used the succinct but compelling phrase, “shapewear + lingerie = ellewear”. For the photoshoot, she incorporated her own personality and flare into modeling the shapewear bodysuit by accesorizing with a cardigan and showcasing her tattoos. By requesting our influencers post photos and captions which are a perfect match to their individual personality and style, the ads appear more authentic. In addition, this may also lead to broadening the range of audience members exposed, as they may not have typically been interested in shapewear otherwise.
Visual Identity
Website - 24
Website - Product Page Ellewear’s website was designed with the goal of providing the ultimate user-friendly experience while maintaining a trendy and cute aesthetic. As the user browses products there are clearly visible buttons which guide the viewers to webpages with options such as colors, sales, and reviews. The website also includes a function to click the heart icon and save an item to favorites list to view later.
05 CONCLUDING REMARKS
Concluding Remarks
Sources- 26
Wo rks Cited Photography All stock photography used throughout the brand guide is commercially licensed and was sourced through a paid subscription to Envato Elements and Twenty20Photos. (2020, December 12). Photography. Envato Elements www.elements.envato.com (2020, December 12). Photography. Twenty20Photos www.twenty20.com
