Mae & Ivy is an Amsterdam-based vegan handbag brand with a focus on timeless design and conscious creation. Founder Mae Wong approached ES Content Creative for support in developing the brand’s voice and guidelines. The brief: to translate the brand’s ethos — understated elegance, ethical production, and honest storytelling — into a cohesive brand book and fresh, thoughtful social media captions.
The narrative arc
We started by defining Mae & Ivy’s voice: positive, authentic, and sophisticated. From there, we built out a full brand book that articulated their story, mission, values, target audiences, and visual identity. That meant striking a balance between sophistication and accessibility, infusing sustainability messaging with a sense of optimism, and bringing subtle style into every sentence. Social media captions were crafted to match: never overly clever or on-trend, but always elegant, intentional, and true to the Mae & Ivy world.
The impact
The final brand book now serves as a north star for the Mae & Ivy team, ensuring clarity and consistency across all touchpoints. With a voice that mirrors the brand’s minimal-yet-meaningful aesthetic, Mae & Ivy is better equipped to connect with customers who care about both style and substance, so that they can keep growing with integrity.
"We really enjoyed working with ES Content Creative — they are very talented! The final brand book effectively captures our brand story and vision, and we are very happy with the final result!"
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