Brand Tone

Sophisticated, discerning, authoritative, passionate, and appreciative of fine craftsmanship and timeless design.

Brand Values

• •Exceptional Craftsmanship
• •Timeless Design & Innovation
• •Uncompromising Quality
• •Curated Excellence
• •Serving the Discerning Customer
• •Community Engagement

Best Practices

• •Emphasize Quality and Craftsmanship: Consistently highlight the superior materials, meticulous construction, and artisanal skills behind every product. Use descriptive language that evokes a sense of luxury and durability.
• •Maintain a Sophisticated Vocabulary: Employ precise and articulate language. Avoid slang or overly casual phrasing. The tone should reflect the discerning nature of the target audience.
• •Educate and Inform: Position the brand as an authority. Share knowledge about garment care, the benefits of quality accessories, or the stories behind the curated brands. This reinforces expertise and adds value beyond the product itself.
• •Focus on Timelessness over Trends: While acknowledging innovation, frame products within a context of classic, enduring style rather than fleeting fashions. This appeals to customers looking for long-term value.
• •Cultivate an Air of Exclusivity (Subtly): While being welcoming, let the copy reflect that Arterton provides for a select group that appreciates the finer points of sartorial culture. Phrases like 'for the discerning enthusiast' or 'curated for connoisseurs' can achieve this.

Social Perception

Premium, trustworthy, and expert purveyor of high-quality menswear accessories and care products. Specialists who understand the needs of individuals invested in sartorial excellence. Respected for their curated selection of often hard-to-find artisanal brands.

Copy Examples

• •Preserve the integrity of your finest garments. The Arterton Signature Garment Bag, crafted from robust 12oz double-waxed cotton and featuring a unique double-zip system, is more than a carrier – it's a commitment to enduring style. Designed for the sartorialist, built to journey with you.
• •At Arterton London, we believe true quality speaks for itself. We are a design atelier dedicated to 'desiderata' – those objects of desire born from meticulous craftsmanship and timeless design. We don't just sell accessories; we champion the art of refined living.
• •Elevate your shoe care ritual. Our curated collection of Paul Brunngard shoe care products offers everything the discerning gentleman needs to maintain the beauty and longevity of his footwear. From nourishing creams to expertly crafted brushes, discover the Arterton standard.
• •Step into a haven for the sartorially-minded. The Arterton London lounge in Princes Arcade is more than a store; it's a space to connect, discover, and immerse yourself in the world of fine accessories and garment care. Join us, and experience desiderata firsthand.
• •Introducing the latest addition to the Arterton curation: [Product Name] by Yearn Shoemaker. Reflecting a shared dedication to artisanal skill and contemporary elegance, these hand-welted [shoes/boots] embody the quality and distinction our patrons expect.