“ENVY is my
favorite wig.
No one ever
knows that I am
wearing one.”
— Verified Buyer
TM
brand overview, assets & guidelines
envy | intro
ENVY has polished up its brand (literally) with a new logo and packaging that reflects the glow of confidence
its wigs and hair add-ons provide. And while the new logo is a highly visible change, others are more subtle.
The incorporation of founder Alan Eaton’s name into the logo, for example, serves as both a nod to an industry thought
leader and reminder that ENVY is the only top U.S. wig brand where the Founder and CEO is also the designer at its helm.!
The rebranding comes with a heightened commitment to our partners that includes a relaunched envywigs.com
(where retailers can now make and track wholesale purchases); a new retailer rewards program; a dedicated
training &
education portal (ENVY U.), and a new state-of-the-art video studio.
“Personal connections are what make my work worthwhile,” says Alan, who sees our collective efforts
strengthening ENVY’s bonds within the “wig community,” while continuing to grow the acceptance of wigs outside it.
With more women
taking a shine to wigs,
Page 2
envy | brand narrative | unique selling points
The ENVY Point of Difference
•
No minimum order.
•
Unique colors and styles found nowhere else.
•
25 multi-dimensional, natural looking shades.
•
98% of styles available in every color, every day.
•
Chiffon-lined and Open Top Styles specially designed for sensitive scalps.
•
Our exclusive, heat-friendly blend, EnvyHair
TM
, offers the same stylability as
natural hair.
“The excellent quality product we receive from
ENVY
is the best support one could
provide,” one retailer told us.
But it’s far from the only support.
In anticipation of global shortages, we stocked up to ensure a constant replenishment of
inventory to satisfy our partners.
LONDON in Ginger Cream
Page 3
SPRING 2022
Introduces
NEW Branding
SEPT 2021
Celebrates 10th
Full Year in
Business
2011
ENVY launched
in Miami, FL
AUG 2022
Launches NEW
EnvyWigs.com,
which allows retailers
to purchase online
2013
ENVY relocates
to Indianapolis, IN
JUNE 2013
ENVY’s NEW Blog
clicks with
consumers
2014
Launches partnership to
boost confidence of
women facing hair loss
OCT 2021
Tests NEW Retailer
Rewards Program,
CLUB ENVY
AUG 2022
Launches 10 NEW
styles that flatter
every woman
APRIL 2022
Launches 12 NEW
Rooted Shades
NEW! AMBER in Light Brown
“The natural
looking waves, silky
texture and
comfortable fit are
AMAZING!
— Verified Buyer
Alan is the first to introduce
HEAT-FRIENDLY FIBERS to the
U.S. market with his exclusive
human hair/synthetic blend,
EnvyHair.
envy | timeline
Alan is the first to bring LACE
FRONT TECHNOLOGY (until then
only seen on costly/custom
products) to ready-to-wear wigs.
EVE in Sahara Blonde
MICKI in Saffron Spice
CARLEY in Sterling Shadow
Page 4
ISABELLA
in Cinnamon Raisin
envy | rebranding
Page 5
From product tags to packaging to our newly reimagined EnvyWigs.com,
ENVY’s rebranding reflects the glow of confidence its wigs and hair add-ons provide.
Reimagined from
(Mono) Top to Bottom.
ENVY Brand Logo
Brand Mark
Human Hair/Synthetic Blend Logo
envy | rebranding | new logo system
In Spring 2022, ENVY began rolling out a NEW logo that was illustrative, modern and elegant—its rich
metallic highlights symbolizing ENVY’s multi-dimensional shades.
Page 6
Ideally, the
EnvyHair logo
should appear
wherever the
exclusive heat-
friendly fiber is
featured.
Live Your Hair to the Fullest.
TM
(SLOGANS)
Rooted in What’s Truly Beautiful.
Ready-to-wherever.
TM
ENVY’s ultra-natural looking wigs remove the
stigma of wig-wearing, giving women next-level
freedom and confidence.
A nod to ENVY’s rooted shades, the slogan speaks to the life-
changing emotional benefits that rival the aesthetic ones.
Slogan reimagines a wig industry term (Ready-to-wear), and speaks to
the totally-natural-looking innovations that let our wigs go anywhere
(and go totally unnoticed).
ENVY’s
tagline &
slogans should
always appear
with initial caps
and the
TM
symbol.
envy | rebranding | trademarked lines
Page 3
ENVY has trademarked 1 tagline & 5 slogans.
While slogans can be used interchangeably, some align with certain content better than others. (i.e., “Rooted in What’s
Truly Beautiful” used in Spring 2022 mailer for the launch of ENVY’s 12 NEW Rooted Colors).
Page 7
(TAGLINE)
Good Hair Days (For Good).
TM
Good Hair Days Never Had It So Good.
TM
30% Human Hair. 70% Synthetic Hair. 100% YOU.
TM
ENVY is helping redefine the “Good Hair Day”
with wigs that even outperform natural hair.
EnvyHair’s slogan speaks to the stylability of our exclusive heat-friendly blend—
which allows women to curl, iron or blow-dry and make the style all their own.
With on-trend cuts, multi-dimensional shades and natural looking fibers
& construction, the proverbial “good hair” day can be yours. Everyday.
(SLOGANS)
envy | rebranding | trademarked lines
Ideally, the
EnvyHair slogan
should appear
wherever the
exclusive heat-
friendly fiber is
featured.
Page 8
Branded Language
Communicating “innovation,” “self-expression,” “breadth
of color,” and the confidence that is part of our DNA—these
lines can be used anywhere in conjunction with our
product.
ENVY gives wig-wearers more ways to express
themselves… while never giving their secret away.
Every wig. In every color. Every day.
Feeling in control breeds confidence.
And ENVY believes no woman should ever have to lose
that confidence due to scalp sensitivity or thinning hair.
For Every Shade of You.
ENVY’s innovations continue to make “good hair”
great. Ensuring EVERY woman can experience the
emotional & aesthetic benefits of wig-wearing.
Product Descriptions
From envywigs.com to our catalog to our
partners’ sites—it’s important that each ENVY style
is consistently described in the same way—so as
to communicate its key selling points (i.e., SONIA,
below).
EnvyWigs.com:
A better-than-good hair day is yours with the
bouncy, shoulder-length layers and side-swept
bangs of SONIA by ENVY. Featuring whisper-soft
netting dyed a complementary shade to ensure
complete coverage; and a breathable Open Top
that allows air to circulate freely, SONIA promises
you’ll look AND feel fantastic.!
2022 Catalog:
A BETTER-THAN-GOOD HAIR DAY is yours with
SONIA’s bouncy, shoulder-length layers and
bangs and a breathable, whisper-soft netting
dyed in a complementary shade to ensure
complete coverage.
Please use the descriptive copy
provided by ENVY for all wig styles.
envy | rebranding | brand language
Page 9
Key Messaging.
ENVY continues to create a “tool box” of approved, branded language that can be
repurposed by team members and stakeholders across all marketing channels.
NEW! JANE in Lighter Red
Fall 2022 Launch Video
NEW Wholesale eCommerce Site
Fall 2022 Catalog Instagram Feed
NEW Packaging
Diverse Models
NEW Wig Care Product
Packaging
Site Launch Ad Care Cards
In six short months, ENVY has rolled out its new brand voice and look across almost every touch-point.
And we’ll continue to—as we expand our video content library, Training & Education initiatives, and more.
ENVY
looks for every
opportunity
to reinforce the
confidence that is
part of its brand
DNA
envy | rebranding | assets
Page 10
Unboxing video
on Instagram
“The best
purchase I’ve made
since my hair loss
began. The cap is so
comfortable I forget
I’m wearing a wig.
— Verified Buyer
Your E-Commerce
Brand Package.
envy | assets
NEW e-commerce partners are asked to upload visual and copy
assets within 5 days of receiving them.
Page 11
NEW STYLES DECK
Lists key features of ENVY’s 10 NEW
2022 styles. (Available as a PDF.)
2022 CATALOG
STYLE 360 VIDEOS
360-degree view of features (and
available for all ENVY styles)
:45 LIFESTYLE VIDEOS
See women “Living their Hair to the
Fullest” in some of our best-sellers
(available for select styles).
NEW STYLES LAUNCH VIDEO
(2 Minutes)
NEW STYLES TEASER VIDEO
(:30 seconds)
NEW PRICE LIST
(Effective August 2022)
E-COMMERCE PHOTO ASSETS
(Delivered on Thumb Drive)
• Studio and Lifestyle Shots
• Every Wig in Every Color
(EWEC) images.
2022 NEW STYLES PACKAGE
envy | assets | 2022 Launch Materials (and more)
Assets Available to E-Commerce Partners.
We’ve created a host of materials to sell our retail partners on ENVY—AND help you sell ENVY to consumers.
VIDEO ASSETS
(Available upon request)
Page 12
With a strong brand identity proven to increase customer loyalty AND sales,
using ENVY’s new assets AND complying with our brand guidelines is critical.
(And a win-win for everyone!)
A Win-Win for Everyone!
envy | guidelines
Page 13
Whenever possible, space around logo
should equal the width/height of letter “e”.
Never distort or manipulate the logo.
Wigs & Hair Add-ons should be
centered beneath logo.
Avoid placing logo too close to type or images
—allowing it enough space to have impact.
Avoid crowding logo into a too-tight
space. And avoid placing it on a color
background.
Avoid changing the color of the logo or
using it without its highlights/gradations.
Avoid adding effects like shadows or gradient
backgrounds that dilute logo’s effect.
WIGS & HAIR ADD-ONS
envy | guidelines | the logo
Logo Dos & Don’ts
We hope you like ENVY’s NEW logo as much as we do. (And ask that you honor the integrity of its design by following
these simple rules.)
Page 14
Copy Dos & Don’ts.
When crafting (or repurposing) copy to tell our brand story, following these simple rules will bring consistency to all ENVY
messaging.
1. ENVY’s synthetic hair always
referred to as Ready-to-wear
Synthetic Hair.
2. Cap features always appear in
initial caps.
3. Hand-tied always hyphenated.
7. In copy, Alan referred to as
Designer & CEO.
8. Human Hair always referred to as
100% Human Hair.
9. Style names are always
UPPERCASE.
10. Collection names are always
in bold with initial caps.
4. Color names always appear in
initial caps.
5. ENVY always appears in UPPERCASE.
6. EnvyHair™ is trademarked, always
one word, and spelled with an
uppercase E and H.
Always described as Human Hair/
Synthetic Blend.
envy | guidelines | brand copy
Page 15
envy | mission
envy | opportunity
That kind of start-up mentality is essential for any business looking to grow.!
But you have to know where the box and lines are first!!
Having clearly defined processes allows us to the freedom to ideate beyond
them.!
And as ENVY continues to grow, it’s important we understand our roles AND each
other’s.
To empower women.
envy | mission
That kind of start-up mentality is essential for any business looking to grow.!
But you have to know where the box and lines are first!!
Having clearly defined processes allows us to the freedom to ideate beyond
them.!
And as ENVY continues to grow, it’s important we understand our roles AND each
other’s.
To empower women.
envy | mission
To empower women.
And help power your business.
(And we continue to appreciate yours.)
5292 E. 65th Street Indianapolis, IN 46220 | envywigs.com
our mission
