MAE & IVY

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.

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.