Brand Tone

Aspirational yet accessible, blending sophisticated elegance with a cool, modern, and friendly approach.

Brand Values

• •Quality & Craftsmanship
• •Versatility & Self-Expression
• •Modernity & Timelessness
• •Inclusivity
• •Joy & Fun

Best Practices

• •Balance Elegance and Cool: Always combine sophisticated language with casual, modern terms. This duality is the core of the brand's voice.
• •Use an Inclusive and Personal Tone: Continue using direct and informal language to make the brand feel personal and approachable. Emphasize the 'unisex' nature of the products.
• •Highlight Versatility Through Action: Use action-oriented verbs and scenarios to show how scarves can be styled, rather than just stating their versatility.
• •Anchor the Brand Story: Regularly mention the 'Designed in Austria, made in Italy' origin to reinforce quality and craftsmanship.
• •Focus on the 'Everyday' Aspect: Consistently frame the scarves as 'everyday essentials' to encourage frequent use and position them as a valuable daily investment.

Social Perception

Positive, perceived as a fresh, modern, and stylish brand offering an authentic and accessible entry point into luxury accessories, founded by relatable friends.

Copy Examples

• •One scarf, endless possibilities. From Monday’s meeting to Friday’s outing, see how the Midi ATIE transforms with your style. Your new go-to for effortless elegance. #WearATIE #SilkScarf
• •Tired of accessories that just sit in your closet? Meet ATIE. Designed in Austria and crafted from 100% Italian silk, our scarves are made for every day and every style. Timeless, versatile, and effortlessly cool. Discover your perfect essential. [Shop Now]
• •The Big ATIE isn't just an accessory; it's a statement. Crafted from pure silk in a generous 90x90 cm size, its potential is limited only by your imagination. Wear it as a top, a headscarf, or a belt. Designed to be unconventional, just like you.
• •Subject: The Coolest Way to Wear Silk. | Hi [Name], Forget everything you thought you knew about silk scarves. ATIE is here to bring a modern touch to timeless elegance. Discover our collection of 100% silk accessories and add a little fun to your everyday look.
• •ATIE | We took silk and made it cool. ✨ Designed in Austria, made in Italy. The perfect unisex accessory for every day. #WearATIE