Brand Tone

Aspirational, Elegant, and Serene

Brand Values

• •Sustainability and Respect for Nature
• •Holistic Wellness
• •Understated Italian Luxury
• •Exclusivity and Uniqueness

Best Practices

• •Focus on the Feeling, Not Just the Feature: Instead of saying "high-quality golf shirt," write "Wear the same elegance and performance that defines our PGA National course." Sell the emotion and the status associated with the product.
• •Use Evocative, Sensory Language: Incorporate words that appeal to the senses—"sun-drenched," "fragrant," "serene," "crisp," "golden." This transports the reader to the resort and creates a stronger connection.
• •Weave in the Brand Values: Every piece of copy should subtly reinforce the core values. Mention sustainability, wellness, nature, and Italian craftsmanship to build a consistent and strong brand identity.
• •Maintain an Understated Tone: Avoid loud, pushy sales language. Use a confident, quiet tone that speaks to a discerning audience. Luxury is implied, not shouted.
• •Bridge the Gap Between the Resort and the Store: Always connect the products back to the experience. The store is the tangible memory of the resort. Frame every item as a piece of the Argentario lifestyle that customers can own.

Social Perception

Argentario is perceived as a premium, nature-focused luxury escape. It is seen as a top-tier destination for serious golfers who also appreciate luxury and nature, viewed as a quiet, secluded, and visually stunning retreat, often described as a "hidden gem" in Tuscany. Customers associate the brand with high-quality design, tranquility, and a chance to disconnect. The "Argentario Store" is perceived as an extension of this luxury experience—a way to access the brand's taste and quality from home.

Copy Examples

• •Where the day ends in a wash of Tuscan gold. This is more than a view; it’s a moment of pure serenity, bottled. Bring the tranquility of Argentario home with you. Link in bio to explore our store.
• •Pressed from the ancient olive groves that line our fairways, this is the taste of Argentario. Each drop is a tribute to the wild, protected nature of Maremma. Anoint your favorite dishes with the essence of a Tuscan escape.
• •The Art of Living Well: Your Invitation to the Argentario Lifestyle.
• •Breathe in nature. Perfect your swing. Savor the moment. The Argentario experience doesn't have to end when you check out. Shop our collection of curated goods and keep the feeling of wellness with you, always.
• •Beyond the Bottle: How Our Organic Olive Oil Captures the Sustainable Spirit of Maremma.