Brand Tone

Sophisticated, Confident, Value-Driven

Brand Values

• •Quality Craftsmanship
• •Italian Design & Style
• •Customer-Centric Approach
• •Value for Money
• •Heritage & Greek Identity
• •Continuous Development & Reliability

Best Practices

• •Define Your Gentleman: Create a clear profile of the Berto Lucci man – his aspirations, lifestyle, and what he values in clothing. Write directly to him.
• •Emphasize Italian Inspiration, Greek Roots: Consistently weave in the narrative of Italian design influence paired with the brand's Greek heritage and commitment to the local market.
• •Balance Sophistication with Accessibility: Use language that is elegant and aspirational but also clear, direct, and unpretentious, reflecting the brand's value proposition.
• •Highlight Quality and Craftsmanship: Go beyond just saying "quality"; use descriptive words that evoke the feel of fabrics, the precision of tailoring, and the durability of the garments.
• •Maintain Visual & Verbal Cohesion: Ensure the language used in all communications (website, social media, ads) mirrors the sophisticated, clean, and stylish aesthetic of the brand's visual identity. The imagery often showcases well-dressed men in confident poses; the text should reinforce this.

Social Perception

Generally perceived as a provider of stylish, good-quality menswear at reasonable prices, with a strong Italian design influence. Customers seem to appreciate the balance of style, quality, and affordability. It's seen as a well-established Greek brand in men's fashion.

Copy Examples

• •Berto Lucci: Elevate your everyday. Italian-inspired design, exceptional Greek quality, since 1976.
• •Craft your signature style. Discover the Berto Lucci collection – where timeless elegance meets modern confidence.
• •Uncompromising quality, undeniable style. Experience the Berto Lucci difference – premium menswear that defines value.
• •From boardroom presence to weekend sophistication. Berto Lucci offers the modern Greek man enduring style for every chapter.
• •Step into Berto Lucci. For over 45 years, dressing discerning men with Italian flair and a commitment to excellence.