Brand Tone

sophisticated, passionate, and expert

Brand Values

• •Curation and Exclusivity
• •Artisanship and Quality
• •Design and Individuality
• •Expertise and Personalized Service
• •Local Identity

Best Practices

• •Elevate the Language: Use a sophisticated and evocative vocabulary. Words like "crafted," "sculpted," "artisanal," and "curated" should be preferred over "made" or "selected." Focus on creating a sense of luxury and exclusivity.
• •Tell the Story: Every product and brand has a narrative. The copy should consistently focus on the history, the designer's vision, or the unique production process. This adds value beyond the physical product.
• •Focus on "Being" over "Seeing": The messaging should emphasize how the eyewear enhances the wearer's identity and lifestyle, not just their vision. It's about self-expression and becoming part of an exclusive world.
• •Maintain a Consistent, Expert Voice: Whether on social media or the website, the tone should always be knowledgeable and passionate. Answer questions with detailed, professional information that reinforces your authority in the field.
• •Invite, Don't Push: Frame calls-to-action as invitations. For example, "Explore the Collection," "Experience the Craftsmanship," or "Visit Our Boutique" are more aligned with the brand's refined tone than "Buy Now" or "Shop Today."

Social Perception

The public perceives 58EttorePonti as a high-end, specialized eyewear boutique rather than a standard optician. It is seen as a destination for those seeking unique, design-forward, and high-quality frames that are not available in mass-market stores. Articles and mentions highlight its role as a "hidden excellence" in Milan, appreciated for its originality and the passion of its owners. The brand's association with art, design, and craftsmanship creates an aspirational image.

Copy Examples

• •Where Vision Meets Artistry. Discover Milan's curated collection of design eyewear.
• •The architecture of a glance. Introducing the new collection from [Designer Name], where every line is a statement and every material tells a story. Handcrafted for those who don't just see the world, but want to be seen. Experience the collection exclusively at our boutique. #EttorePonti #DesignEyewear #ArtisanalGlasses #MilanStyle
• •An Invitation to Design. Join us for an exclusive evening with [Designer Name] and explore the inspiration behind their latest eyewear collection. Discover unique pieces, enjoy a glass of prosecco, and see the world through a new lens. Limited spots available. Register now. #58EttorePonti #EyewearDesign #MilanEvents #LuxuryEyewear
• •Meticulously sculpted from a single block of Japanese acetate, the 'Archivio' frame by Jacques Durand is a testament to timeless design. Its bold yet balanced form enhances the wearer's features without overpowering them. A piece not just to be worn, but to be collected.
• •58EttorePonti was born from a passion: to transform eyewear from a necessity into a choice of individual expression. In our Milan boutiques, we don't just sell glasses; we share stories of craftsmanship and connect you with the world's most visionary independent designers.