Brand Tone

Sophisticated, professional, and evocative; elegant and confident, focusing on storytelling, luxury, and heritage without being pretentious. Aspirational, appealing to those appreciating fine craftsmanship and timeless style.

Brand Values

• •Heritage & Tradition
• •Quality & Durability
• •Craftsmanship
• •Timeless Elegance
• •Authenticity

Best Practices

• •Always anchor the brand in its Italian, multi-generational story. Use words like "heritage," "legacy," "artisan," and "tradition" to reinforce this core value.
• •Employ a rich vocabulary that speaks to luxury and quality. Words like "refined," "meticulous," "timeless," and "uncompromising" align with the brand's tone.
• •Frame the products as long-term investments in quality and style, not as simple transactions. Highlight durability, timeless design, and the way the leather ages.
• •The tone should always be assured and polished. Avoid overly casual slang, humor, or aggressive sales tactics. The quality of the product should speak for itself; the copy simply tells its story.
• •All copy, whether on the website, social media, or in ads, must align with the high-quality, classic, and sophisticated visual identity of the brand. The words and images must tell the same elegant story.

Social Perception

A luxury brand offering high-quality, authentic products; perceived as trustworthy, an investment in quality, classic and elegant, rather than trendy or flashy.

Copy Examples

• •Beyond an accessory, it's a statement. The [Product Name] briefcase is handcrafted from the finest full-grain Italian leather, designed not just to carry your essentials, but to carry a legacy. For the professional who commands respect without saying a word.
• •From a small workshop in Naples in 1953 to your hands today. Three generations of passion are stitched into every Arnavone piece. This isn't just a bag; it's a piece of our family's history, crafted to be a part of yours. #Arnavone #MadeInItaly #Craftsmanship
• •The journey matters as much as the destination. Whether navigating the boardroom or a weekend escape, travel with the confidence that only true Italian craftsmanship can offer. Discover the Arnavone collection—your timeless companion.
• •Our full-grain leather doesn't just endure; it evolves. With every use, your Arnavone wallet will develop a unique patina, a rich character that tells the story of your life. An investment in quality that grows with you.
• •Timeless style is a choice. Made for the discerning man. Experience the legacy of Italian leather craftsmanship. Shop the Arnavone collection now.