Brand Tone

Aspirational, elegant, traditional, sophisticated, heritage-focused, confident, and exclusive.

Brand Values

• •Craftsmanship
• •Elegance & Sophistication
• •Exclusivity & Distinction
• •Quality Materials
• •Heritage

Best Practices

• •Leverage a Vocabulary of Elegance: Consistently use words like heritage, craftsmanship, artisan, bespoke, elegance, distinction, masterpiece, timeless, legacy, and sophistication to reinforce the brand's core identity.
• •Anchor the Brand in Its History: Regularly mention the "Since 1954" origin story in various marketing materials—from the website footer to ad copy—to build credibility and emphasize the brand's deep roots in traditional shoemaking.
• •Emphasize the "Handmade" Process: Go beyond simply stating the shoes are handmade. Use descriptive language to explain the process—hand-selected leather, hand-dyed, hand-burnished, meticulously crafted—to justify the product's quality and, indirectly, its price and potential wait time.
• •Frame a Narrative of Exclusivity: Position customers as connoisseurs or collectors rather than just buyers. Use phrases like "Join an exclusive circle," "Own a rare piece," and "Limited editions" to create a sense of belonging to a select group that values quality.
• •Maintain a Formal and Confident Tone: Avoid overly casual language, slang, or excessive use of emojis. The voice should remain professional, refined, and confident across all platforms, from the website to customer service emails, reflecting the premium nature of the products.

Social Perception

Overall, Arconya is perceived as a brand that offers aesthetically pleasing, high-quality products but is hampered by issues related to fulfillment transparency and customer trust, leading to mixed public opinion.

Copy Examples

• •True elegance is not ephemeral. It is earned through generations of dedication. Introducing The 1954 Collection—where heritage is handcrafted into every step you take. Discover timeless distinction.
• •More than a shoe. It is a masterpiece. Each pair of Arconya shoes is the culmination of decades of artisanal expertise, meticulously crafted from the finest full-grain leather. Own a piece of our legacy.
• •Welcome back to the world of Arconya. Your appreciation for true craftsmanship sets you apart. As a member of our exclusive circle, enjoy early access to our limited-edition Wholecut Oxfords before they are released to the public.
• •The Iconyo Loafer is a testament to sophisticated simplicity. Forged by master artisans, its timeless design and hand-burnished leather offer unparalleled comfort and an air of effortless grace. Elevate your personal collection with a shoe that defines elegance.
• •Our journey began in 1954, with a simple promise: to create shoes of uncompromising quality and character. Today, that promise lives in every pair we make. Arconya is not just a brand; it is the embodiment of style, personality, and a commitment to timeless elegance.