Brand Tone

Artisanal & Refined, Story-Driven & Evocative, Personal & Intimate, Exclusive & Considered

Brand Values

• •Craftsmanship & Tradition
• •Quality & Durability
• •Uniqueness & Individuality
• •Storytelling & Meaning
• •Sustainability
• •Artistic Expression

Best Practices

• •Develop a Brand Voice Guide: Document the core elements of Giunia's tone (artisanal, story-driven, personal, exclusive) with examples of "do's and don'ts" for all written communication.
• •Emphasize Storytelling: Train anyone creating content to think about the narrative behind each piece or collection. What inspired it? What traditions does it honor? What feelings does it evoke?
• •Highlight Craftsmanship Details: Consistently use descriptive language that showcases the handmade nature, materials, and artisanal techniques (e.g., "lost-wax casting," "hand-hammered," "upcycled leather," "natural gemstones").
• •Maintain Visual-Verbal Cohesion: Ensure that the elegant, textured, and slightly imperfect beauty of the product photography is mirrored in the warmth, authenticity, and refined nature of the copy.
• •Personalize When Possible: Continue practices like handwritten notes with orders and share founder's inspirations or artisan stories to reinforce the personal and intimate connection with the customer.

Social Perception

Giunia appears to be perceived as a high-end artisanal brand. The focus on Italian craftsmanship and unique designs likely appeals to customers seeking luxury items with a personal story and a departure from mass-market goods. The "visual journal" concept and storytelling elements aim to create an emotional connection with the audience, positioning the pieces as more than just accessories but as carriers of meaning. The brand's own curated presentation points towards an appreciation for artistry, quality, and exclusivity.

Copy Examples

• •Each curve, each texture, tells a story. Our Rosaria Ring, inspired by a treasured heirloom, is handcrafted in Naples using ancient lost-wax casting. Molten silver and a whisper of peridot, a piece of wearable art, uniquely yours. Discover the imperfections that make it perfect. #GiuniaJournal #ArtisanalJewellery #HandmadeInItaly #StorytellingThroughCraft
• •More than a bag, it's a companion for your journey. Crafted from carefully selected upcycled Italian leather, this piece breathes new life into forgotten materials. Feel the dedication of Neapolitan artisans in every stitch – a timeless design to carry your stories for generations. Limited availability. #GiuniaLeather #SustainableLuxury #ItalianCraftsmanship #TimelessDesign
• •From Giunia's visual journal to you: explore our latest chapter in wearable stories. Inspired by the raw beauty of nature and the echoes of memory, each piece is meticulously handmade in Italy, a testament to ancestral skill. Be among the first to discover these limited-edition treasures. [Link to Collection]
• •At GIUNIA, we believe true luxury lies in the human touch. Our Amsterdam-designed, Naples-crafted jewellery and leather accessories are more than objects; they are fragments of stories, brought to life by skilled hands and inspired by the beauty of the everyday, the cherished, and the wild. Each piece, a unique verse in your personal narrative.
• •(Video showing an artisan's hands working on a piece) The soul of GIUNIA: where ancestral techniques meet contemporary vision. Every hammer strike, every carefully set stone, is a step in bringing a unique story to life. This is the heart of our Neapolitan workshop. #MeetTheMaker #GiuniaCraft #ArtisanMade #SlowLuxury