Brand Tone

Artistic & Expressive, Confident & Bold, Authentic & Handcrafted, Passionate & Evocative, Slightly Edgy & Non-conformist

Brand Values

• •Craftsmanship & Quality
• •Authenticity & Originality
• •Individuality & Self-Expression
• •Italian Heritage
• •Innovation
• •Passion

Best Practices

• •Embrace Expressive & Evocative Language: Use words that convey artistry, passion, and individuality. Think sculpted, burnished, spirited, fearless, distinctive rather than just nice or good quality.
• •Highlight Heritage & Craftsmanship: Consistently refer to the Italian origins, hand-treated leathers, and artisanal construction to reinforce authenticity and quality.
• •Speak to the Confident Individual: Address the customer as someone who is bold, makes their own choices, and isn't afraid to stand out. Use you and your to create a direct, personal connection.
• •Maintain an Undercurrent of Edgy Sophistication: While expressive, the tone should remain refined. The rock attitude or rebellion is about confident originality, not carelessness.
• •Show, Don't Just Tell, Uniqueness: Instead of simply saying unique, describe the details, the textures, the slight variations that make each piece one-of-a-kind, reinforcing the wearable art concept.

Social Perception

High-Quality & Durable, Stylish & Unique, Comfortable, Artisanal & Special, Confident & Bold Statement, Investment-Worthy

Copy Examples

• •A.S. 98: More Than Shoes. It's Wearable Art. Each stitch, each hand-treated hide, tells a story of Italian tradition reimagined. For those who walk their own path and speak their own truth. Discover designs as original as you are.
• •Unleash Your Edge. Crafted with passion in Italy, A.S. 98 leathers are made to move with you, to gather stories, to become uniquely yours. Bold. Authentic. Built to last.
• •The Soul of Italy, Woven into Every Fiber. Experience the A.S. 98 difference. Where heritage craftsmanship meets a fearless, modern spirit. These aren't just accessories; they're an extension of your confidence.
• •Stand Apart. Stand in A.S. 98. In a world of fleeting trends, choose timeless character. Our handcrafted leather boots and bags are designed for the individual who values quality, artistry, and the power of self-expression.
• •Raw Beauty. Refined Rebellion. A.S. 98 blends the rich texture of Italian leather with a distinct, rock-inspired attitude. Find your perfect statement piece and wear your story with pride.