Brand Tone

Elegant & Sophisticated, Aspirational & Exclusive, Natural & Pure, Passionate & Reverent (towards linen), Conscious & Responsible

Brand Values

• •Quality & Craftsmanship
• •Timeless Elegance
• •Purity & Natural Materials
• •Sustainability & Ecological Responsibility
• •Luxury & Exclusivity
• •Innovation
• •Comfort

Best Practices

• •Embrace "Elegant Simplicity": Use refined, evocative language that speaks to luxury without being overly ornate or ostentatious. Focus on the inherent beauty and quality of the linen and the lifestyle it represents.
• •Highlight the "Made in Italy" Heritage & Craftsmanship: Consistently weave in the brand's Italian roots, the quality of materials, and the artisanal attention to detail in production. This reinforces authenticity and luxury.
• •Evoke the "Mediterranean Dream": Use sensory language and imagery that transports the audience to idyllic coastal settings like Capri. Focus on feelings of lightness, freedom, sunshine, and relaxed sophistication.
• •Champion Linen's Virtues (Especially Sustainability): Educate the audience about the unique qualities of high-quality linen – its comfort, breathability, timelessness, and particularly its sustainable and ecological benefits. This aligns with the values of conscious consumers.
• •Maintain an Aspirational yet Attainable Voice (for the target audience): While the brand is exclusive, the tone should invite the target customer to be part of the 100% Capri world. Speak to their desire for quality, beauty, and a refined lifestyle. Avoid overly casual or slang-filled language.

Social Perception

Luxury Resort Wear, High-Quality Linen Specialist, Sustainable Choice (Increasingly), Symbol of "La Dolce Vita", Expensive/Premium

Copy Examples

• •Headline: 100% Capri: Weave the Essence of Italian Summers into Your Wardrobe. Body: Discover the unparalleled purity of the world's finest linen, crafted into timeless silhouettes. Experience the whisper of the Mediterranean, designed for a life of effortless elegance. Live the 100% Capri life.
• •Headline: Beyond Fabric. Beyond Trend. This is 100% Capri Linen. Body: For over two decades, Antonino Aiello's vision has redefined linen as the ultimate expression of luxury. Each piece, born from sustainable European fields and Italian artistry, is an invitation to embrace purity, comfort, and enduring style.
• •Headline: The Art of Being: Dressed in the Lightness of 100% Capri. Body: From the sun-drenched shores of Capri to the most exclusive global destinations, our linen collections offer a second skin of breathable luxury. Feel the difference. Embrace the sublime.
• •Headline: Sustainable Luxury, Woven with Passion. Introducing LinenJeans® by 100% Capri. Body: Experience the revolution. Our innovative LinenJeans® blend the timeless appeal of denim with the cooling comfort and ecological integrity of pure linen. Consciously crafted in Italy for the modern connoisseur.
• •Headline: Your Escape. Your Linen. Your 100% Capri Moment. Body: Curated for those who seek beauty in its purest form. Our latest collection captures the light, the air, and the effortless sophistication of Mediterranean living. Explore essentials that transcend seasons.