Brand Style Guide

Capturing epoché's visual identity, voice, and creative standards for consistent brand expression across all channels

Brand Values & Mission

Core identity, positioning, and differentiators

Mission

Creating lingerie for women who are 'tired of settling' — a third option between lingerie designed for the male gaze and disposable cheap underwear.

Core Values

Embracing Authenticity

Showing up as you are — protecting your autonomy and right to be undefined

Celebrating Womanhood

Inclusive of all roles and identities — designing to match your body and your life

Respecting Your Body

Body acceptance, not fixing — understanding the full complexity of being a woman

Positioning

Premium, comfort-first lingerie. 'Authenticity over perfection' — pieces 'shaped on real women's bodies.' Founded by Anna Khoma (CEO). Co-founder: Nika (head of brand content). Data-driven startup approach — not founder-intuition.

Differentiators

  • ●Founder-led brand with authentic origin story
  • ●Sizing from XS-3XL, bra bands 32-48, cups A-H
  • ●Premium fabrics (92% Polyester, 8% Elastane soft-touch microfiber)
  • ●European-made (Malta base adds brand cachet)
  • ●Community-driven ('a circle of women, not a faceless label')
  • ●Anti-male-gaze positioning differentiates from mainstream lingerie
  • ●Data-driven startup approach, not traditional fashion founder-intuition model

Color Palette

Primary, secondary, and neutral brand colors

Brand Colors

Primary

Charcoal Brown

#171412

Primary text, headings, navigation

Pure Black

#000000

CTA buttons, accent elements

Coral Red

#E44C3C

Announcement bar, promotional accents

Secondary

Warm Brown

#362D29

Collection label overlays, dark accents

Badge Brown

#644D3E

Bestseller/New badges, warm accent

Muted Gray

#5D5B59

Secondary text, descriptions

Neutral

White

#FFFFFF

Main page background

Warm Off-White

#F8F3F1

Footer, commitment cards, section backgrounds

Light Gray

#F9F9F9

Carousel section backgrounds

Typography

Font families, weights, and usage guidelines

Type System

Headings

Instrument Serif

The quick brown fox jumps

Weights: 400 (Regular)

Style: Elegant editorial serif — thin, refined, premium feel

Body

DM Sans

Comfort-first lingerie, shaped on real women's bodies. Because authenticity is more beautiful than perfection.

Weights: 400 (Regular), 500 (Medium)

Style: Clean modern geometric sans-serif — readable, approachable

Accent

DM Sans

Authenticity over perfection

Weights: 500 (Medium)

Style: Used for nav links, collection labels — uppercase with wide letter-spacing

Photography Style

Visual direction for brand imagery and content

Visual Direction

Aesthetic

Clean, minimal, warm luxury with editorial sensibility

Lighting

Warm toning, natural lighting, intimate settings

Models

Real women, diverse body types, genuine expressions, unposed moments

Backgrounds

Soft earth-tone palette — blacks, chocolates, creams, grays. Intimate/loungewear settings

Editing Notes

Minimal retouching, natural skin tones, warm color grading

Reference Examples

  • ●Product shots with warm toning on neutral backgrounds
  • ●On-model shots in intimate, relatable settings
  • ●Detail shots of fabric texture and construction
  • ●Lifestyle shots showing everyday wear, not poses

Brand Voice & Tone

How epoché communicates across all touchpoints

Voice Guidelines

Tone Keywords

Conversational & directEmpowering & feministSlightly edgyWarm but groundedPersonality-driven

Brand Keywords

AuthenticityComfortReal bodiesConfidenceCommunityCircle of womenHonesty over perfection

Taglines

“Luxury Intimates, Bras & Underwear”

“So soft you'll forget you're wearing it.”

“Everyday pieces you didn't know you were missing until now.”

“Honesty over perfection. Lingerie designed to support you, not change you.”

“A circle of women, not a faceless label.”

Do Say

  • Use 'you' — address the customer directly and personally
  • Talk about feelings, confidence, and real-life scenarios
  • Be empowering without being preachy
  • Use casual, conversational language
  • Reference 'real bodies' and 'authenticity'
  • Mention comfort as a non-negotiable, not a bonus

Don't Say

  • Don't use overly polished/corporate language
  • Don't focus on sex appeal or the male gaze
  • Don't use 'flattering' (implies bodies need fixing)
  • Don't make unrealistic claims about body transformation
  • Don't use saccharine/overly sweet messaging
  • Don't retouching language or 'perfecting' language

Current Assets Inventory

Available brand assets and what's still needed

Asset Status

Available

  • Product photography (on-site product images with hover carousel)
  • Brand logo (image-based, 'epoché' with accent mark)
  • Color palette (warm neutrals, earth tones — extracted)
  • Typography (Instrument Serif + DM Sans — identified)
  • Product descriptions with brand voice established
  • Customer reviews (128 reviews, 4.87 stars via Judge.me)
  • Instagram profile (@epoche.studios)
  • TikTok profile (@epoche.studiios)
  • Founder story content (Anna Khoma)
  • Value proposition copy (3 pillars + 4 commitments)
  • Email newsletter signup ('Join our circle')

Needed

  • Brand guidelines document (formal, shareable PDF)
  • Logo files in vector format (SVG) and various sizes (PNG)
  • High-res product photography (raw files for ad creative)
  • Lifestyle photography (beyond product shots)
  • Video content (try-ons, BTS, brand story, testimonials)
  • UGC library (customer photos and videos with permissions)
  • Social media content calendar
  • Email marketing templates and flow designs

Recommendations

  • Create a formal brand guidelines doc consolidating colors, fonts, voice/tone
  • Commission lifestyle photography shoot with diverse models in natural settings
  • Collect and organize UGC from existing 128+ reviewers
  • Produce 3-5 short-form videos (Reels/TikTok format) for ad creative
  • Build out a content library organized by product, theme, and format
  • Consider adding a blog for SEO content (currently missing — /blogs returns 404)