Brand Tone

Sophisticated, elegant, aspirational, educational, and confident, emphasizing quiet luxury and precise quality details.

Brand Values

• •Quality & Craftsmanship
• •Timelessness
• •Minimalism
• •Exclusivity
• •Authenticity

Best Practices

• •Lead with Value, Not Just a Product: Always connect the product's features to the customer's benefit. Explain why it matters.
• •Maintain the "Two Pillars" Narrative: Every piece of copy should, in some way, reference the core brand story of "Designed in Scandinavia, Crafted in Italy."
• •Use an Elegant and Precise Vocabulary: Employ sophisticated and specific terms like "minimalist aesthetic," "timeless silhouette," "artisanal dedication," and "exceptional softness." Avoid casual slang or overly promotional language.
• •Embrace the "Less is More" Philosophy: Just like the Scandinavian designs, the copy should be clean, concise, and impactful. Avoid long, rambling sentences.
• •Speak with Quiet Confidence: The tone should be assured and authoritative, but never arrogant. Educate the consumer rather than just selling to them.

Social Perception

Neutral-to-positive, perceived as a high-end, serious player in the luxury knitwear space, with customers satisfied due to curated messaging and lack of negative feedback.

Copy Examples

• •The Anatomy of a Masterpiece. It starts with a design philosophy born in Stockholm: timeless, minimalist, essential. It comes to life in Italy, through the hands of artisans and the world's most exclusive 37 gauge knit. This is more than a sweater; it's a statement in quiet confidence. Discover The Signature Collection.
• •Designed for Life. Crafted to Last. Your wardrobe's most dependable piece has arrived. The Carissimi half-zip, envisioned with Scandinavian simplicity and realized with Italian passion. From the boardroom to a weekend escape, experience the feeling of a garment created without compromise.
• •In a world of fleeting trends, Carissimi stands for permanence. Our Signature Collection is the culmination of a year-long obsession with quality—from the selection of ultrafine merino wool to the final, perfect stitch. We call our pieces "dearest ones" because we create them to be cherished for a lifetime. Explore the collection that was made for you.
• •Crafted in Italy. Designed in Scandinavia. Cherished Forever. The finest materials and a dedication to minimalist design unite to create pieces you won't just wear, but live in.
• •From the heart of Tuscany to your wardrobe. We believe in showing our work. This is the art of Italian craftsmanship behind every Carissimi piece. #QuietLuxury #MadeInItaly #ScandiStyle #Knitwear #Craftsmanship