Brand Tone

Aspirational, confident, and rooted in Italian style. It is friendly and direct but maintains a level of sophistication. The beachwear communication is sensual and empowering, celebrating the female form. The cosmetics line adopts a more educational and nurturing tone, emphasizing natural beauty and well-being. Across both lines, the tone is consistently proud of its Italian heritage.

Brand Values

• •Italian Craftsmanship & Quality
• •Feminine Confidence
• •Natural & Conscious Beauty
• •Authenticity
• •Exclusivity

Best Practices

• •Lead with "Made in Italy": Always anchor the brand in its Italian heritage. Use Italian words or phrases where appropriate (e.g., L'estate, Ciao bella) to reinforce authenticity, but ensure the core message is clear to an English-speaking audience.
• •Unify the Sensual and the Nurturing: While beachwear is sensual and cosmetics are nurturing, the underlying theme is always female confidence and well-being. Bridge the two product lines with a consistent message of "taking pleasure in being you."
• •Use Storytelling: Share the "why" behind the brand—the founder's passion, the choice of natural ingredients, the artisanal process. This builds a deeper connection and justifies the premium positioning.
• •Speak with Confidence, Not Arrogance: The tone should be self-assured in its quality and style but remain warm and inviting. Avoid language that could feel exclusive or unapproachable.
• •Address Customer Service Head-On (Internally): While not a copywriting tip for public channels, it's crucial for brand consistency. The most elegant copy will fail if the customer experience contradicts it. The brand must align its operational policies with its projected values of care and quality to ensure a cohesive and positive brand perception.

Social Perception

AnnaB is generally perceived as a provider of beautiful, high-quality, and stylish Italian beachwear. Customers are drawn to the aesthetic and the promise of authentic Italian design. The brand successfully projects an image of a premium, desirable lifestyle. However, this positive perception is partially undermined by negative customer service experiences, suggesting a duality in perception: desirable products, but potentially frustrating customer service.

Copy Examples

• •Sunkissed in Sorrento. Define your summer story with the confidence of Italian design. Our new Sorrento bikini is crafted to celebrate you. Handmade in Italy, designed to make you shine. #AnnaB #MadeInItaly #ItalianSummer #BikiniSeason
• •Your skin’s happy place. Tired of harsh chemicals? Rediscover your natural glow with AnnaB Cosmetics. Our 'Felicità' face cream, made with the purest botanicals, deeply hydrates and illuminates. It's more than skincare; it's a daily ritual of self-love. Learn more about our natural, Italian-made formulas. #AnnaBCosmetics #NaturalBeauty #SkincareItalia
• •L'estate Addosso. The 2025 Collection has arrived. A symphony of color, craftsmanship, and coastal elegance. Discover the new collection of artisan-made swimwear and embrace the art of Italian beach life.
• •A little gift from Italy, just for you. Ciao [Customer Name], as a valued member of the AnnaB family, we want to share our appreciation. This weekend, enjoy a complimentary 'Attivo' regenerative body oil with any purchase over €100. It's our way of saying thank you for embracing conscious beauty with us. #AnnaB #ItalianBeauty
• •Not just a bikini. It's a promise. A promise of quality, born from the hands of our artisans. A promise of confidence, woven into every stitch. At AnnaB, "Made in Italy" isn't just a label—it's the soul of our brand. #AnnaBShop #Artisanal #ItalianStyle