Industry: Womens Clothing
My Roles: Copywriter and Photographer
-Get: people who love AESTHETIC, modern and cottage-core style dresses
-Who: APPRECIATES a modern cottage core aesthetic
-To: purchase new arrivals to the e-store
-By: using descriptive, but evocative language to curate a free-spirited, modern-cool vibe.
The plan:
Ensure all social media posts, product descriptions are using the same brand voice. Everything must ensure the vibe, of free-spiritedness, quality, and style.
Onirik prides itself on having a selection of limited edition clothing pieces, that are built like a vintage piece, in quality and their rarity.
Ensuring everything remains “feminine cool” and assures customers that their product was made by masters of their craft that strive to make heirloom quality pieces. It doesn’t get more boutique than Onirik!
Project Brief:
Metrics of Success? See Below.
Style Guide
Industry:
Boutique Clothing (Specialising in limited edition dresses)
Free-spirited, feminine, modern cottage-core with a boutique vibe
Logo Usage
Primary Logo:
The logo should be elegant and sophisticated with a vintage yet modern twist.
Logo Color Options:
Visual Style
Colors:
Primary: Dark Black
Primary Font:
Serif Font: Playfair Display
Use for product titles, headers, and brand messaging to evoke a vintage, elegant feel.
Secondary Font:
Sans-Serif Font: Lato
For body text and product descriptions, keeping it clean and readable
Imagery:
Use bright, smiling patient images, staff interactions, and behind-the-scenes lab shots.
Show the lab work and the precision of in-house processes.
CTA (Call to Action) Guidelines
Primary CTA Buttons: Use Warm Beige with Deep Slate text for an elegant touch.
Secondary CTA Buttons: Rose Dust with white text.
Language Examples:
“Shop Limited Editions”
“Discover Your Next Heirloom Piece”
Tone of Voice
Core Tone: Descriptive, evocative, speak in the first person for the dresses.
Key Descriptors: Romantic, timeless, boutique luxury, crafted, heirloom quality.
Do’s:
Evoke a sense of nostalgia and uniqueness (e.g., "crafted with care," "limited-edition beauty").
Use language that creates emotional connections, making customers feel they are purchasing something special, rare, and timeless.
Don’ts:
Avoid over-technical language or anything that feels mass-produced.
Avoid H&M-isms, focus on the “heirloom” quality of these.
Product Descriptions
Structure:
Start with a vivid description of the dress, focusing on its unique design and craftsmanship.
Highlight the rarity of the piece and how it fits the free-spirited, cottage-core aesthetic.
Include materials used, care instructions, and why it's an heirloom-quality item.
Language Style:
Descriptive, romantic, and alluring (e.g., “This one-of-a-kind piece was designed for the modern-day dreamer, crafted in luxurious fabric and inspired by the beauty of nature.”).