Brand Tone

Sophisticated & Elegant, Artistic & Cultured, Minimalist & Understated, Authentic & Passionate, Conscious

Brand Values

• •Craftsmanship
• •Quality
• •Timeless Design
• •Individuality & Self-Expression
• •Sustainability & Responsibility
• •Integrity & Authenticity
• •Simplicity & Minimalism

Best Practices

• •Embrace Understated Elegance: Avoid overly loud, flashy, or trend-driven language. Opt for sophisticated, precise, and evocative words. Focus on the intrinsic quality and design rather than hype.
• •Highlight Craftsmanship and Materials: Consistently weave in details about the artisanal production in France, the premium quality of materials (Mazzucchelli acetate, precious metals, etc.), and the attention to detail in each frame. This reinforces the luxury and value proposition.
• •Speak to Timelessness: Position the eyewear not as a seasonal item, but as an enduring piece. Use language that conveys longevity, classic style, and designs that transcend fleeting fashions.
• •Infuse Artistic & Cultural References (Subtly): Connect the designs to their inspirations like Bauhaus, Parisian architecture, or a general appreciation for art and culture, appealing to a sophisticated audience. This should be done subtly, adding depth rather than pretension.
• •Maintain a Tone of Authenticity and Passion: Let the genuine care for quality, design, and sustainability shine through. Whether it's through the founder's story or the brand's commitments, the language should feel honest and driven by a core philosophy.

Social Perception

Luxury & High-End, Artisanal & Well-Crafted, Stylish & Unique, Investment Piece, Respected & Admired

Copy Examples

• •Headline: Enduring Design. Exceptional Craft. Body: Experience AHLEM. Eyewear meticulously handcrafted in France, for those who appreciate the art of subtlety and the permanence of quality. Discover your signature.
• •Headline: The Geometry of Style. Body: Inspired by the clean lines of Bauhaus and the timeless elegance of Paris. AHLEM frames are more than an accessory; they are a statement of refined taste. Crafted for life's moments, big and small.
• •Headline: Consciously Crafted. Effortlessly Chic. Body: At AHLEM, luxury meets responsibility. Our commitment to sustainable materials and artisanal production ensures each piece is as kind to the earth as it is to your style. See the world differently.
• •Headline: Beyond Trends. Beyond Compare. Body: AHLEM eyewear is an investment in enduring style. Each frame, born from Parisian inspiration and brought to life by French artisans, tells a story of passion, precision, and unparalleled quality. Define your vision.
• •Headline: An Ode to Detail. Body: From the finest Mazzucchelli acetate to the subtle gleam of 22k gold, every element of an AHLEM frame is considered. Discover the artistry in every line, the luxury in every touch. This is eyewear made personal.