Brand Tone

Elegant & Sophisticated, Artisanal & Traditional, Nostalgic & Evocative, Expert & Passionate, Understated & Confident

Brand Values

• •Craftsmanship & Quality
• •Tradition & Heritage
• •Sustainability
• •Individuality & Bespoke Service
• •Elegance & Style
• •Customer Experience

Best Practices

• •Embrace "Manufaktur" Storytelling: Consistently use language that highlights the handcrafted nature, the skill of the artisans, and the traditional processes. Words like "handcrafted," "artisan," "traditional," "heritage," and "manufactory" should be staples.
• •Evoke Sophisticated Nostalgia: Weave in references to Berlin's elegant past, particularly the 1920s, using evocative descriptions that appeal to a sense of timeless style and quality. Maintain an air of refined taste.
• •Focus on Quality and Materials: Detail the superior quality of materials (e.g., "finest Italian silks") and the meticulous attention to detail in the craftsmanship. This reinforces the luxury aspect without being overtly flashy.
• •Speak to the "Gentleman": Address the target audience with a tone of respect and shared appreciation for quality, style, and tradition. Use language that resonates with an individual who values enduring elegance.
• •Maintain Visual Consistency: Ensure that all visual content (photography, website design, store ambiance) aligns with the elegant, artisanal, and slightly nostalgic verbal tone. The Art Déco influence seen in the store should be subtly reflected or complemented in online visuals.

Social Perception

High-Quality & Luxurious, Authentic & Traditional, Stylish & Sophisticated, Berlin-Centric, Knowledgeable & Specialist, Focus on Detail

Copy Examples

• •Headline: Auerbach Berlin: Where Craftsmanship Meets Legacy. Body: Step into our Berlin manufactory and witness the art of handcrafted elegance. Each tie, a testament to tradition, woven from the finest silks. Experience the enduring style of a true gentleman. Call to Action: Discover Your Signature Piece.
• •Headline: The Echo of the Twenties, Tailored for Today. Body: Inspired by the golden era of Berlin, Auerbach accessories bring a touch of timeless sophistication to the modern man. Hand-finished details, unparalleled quality. Call to Action: Explore the Collection.
• •Headline: More Than an Accessory. It's a Statement of Handwerk. Body: At Auerbach Berlin, we believe in the soul of the handmade. Our artisans pour generations of skill into every stitch, creating pieces that speak of quality and character. Call to Action: Visit Our Transparent Manufactory.
• •Headline: The Gentleman's Choice: Bespoke Elegance by Auerbach. Body: From selecting the perfect Italian silk to the final, handcrafted knot, experience the luxury of a tie made just for you. Auerbach Berlin – defining sartorial excellence since [drawing on Edsor's heritage indirectly or focusing on its own founding vision]. Call to Action: Schedule Your Bespoke Consultation.
• •Headline: Auerbach Berlin: Weaving Berlin's Heritage into Every Thread. Body: Our roots are in the rich artisanal history of this city. We honor it with every handcrafted bow tie and pocket square, designed for those who appreciate enduring quality and distinctive style. Call to Action: Embrace Timeless Style.