Brand Tone

Aspirational, Confident, Authentic, Passionate, Urban, Trendy, Exclusive

Brand Values

• •Authenticity/Originality
• •Customization/Personalization
• •Quality Craftsmanship
• •Perseverance and Self-Belief
• •Community/Celebrity Endorsement

Best Practices

• •Embrace the "Authentic Luxury" Narrative: Consistently highlight the handcrafted nature, genuine materials, and the founder's passion. Use storytelling around the creation process and the brand's NYC roots.
• •Leverage Celebrity and Influencer Connections (Tastefully): While showcasing celebrity patrons is effective, frame it as an endorsement of quality and style rather than mere name-dropping. Focus on how the brand helps *them* express *their* style, implying it can do the same for all customers.
• •Speak with Confidence and an Edge: The tone should be bold and self-assured, reflecting the statement pieces DaRucci creates. Incorporate language that evokes urban culture and individuality.
• •Emphasize Personalization and Self-Expression: Make the customization options a central theme. Use phrases that empower the customer to co-create and express their unique identity through their jacket.
• •Maintain a Balance of Aspirational and Attainable: While showcasing luxury and celebrity, ensure the core message of quality, handcrafted outerwear that allows for personal style remains accessible and inviting to a broader audience interested in premium, unique pieces.

Social Perception

Celebrity-Favored, Stylish and Fashion-Forward, Quality Investment, New York Based/Urban Edge, Customizable Luxury

Copy Examples

• •Headline: Define Your Legacy. Design Your DaRucci. Body: It's more than a jacket. It's your signature. Handcrafted in NYC, customized by you. DaRucci Leather – Wear Your Story. Tone: Aspirational, Authentic
• •Headline: From Our Hands to Your Shoulders. The Art of NYC Leather. Body: Experience the DaRucci difference. Genuine leather, meticulous craftsmanship, and a touch of rebellion. This isn't just outerwear; it's an attitude. Tone: Authentic, Confident, Urban
• •Headline: Seen on the Streets. Worn by Icons. Crafted for You. Body: DaRucci Leather: Where street style meets bespoke luxury. Get the look that turns heads and starts conversations. Customize your masterpiece today. Tone: Trendy, Aspirational, Exclusive
• •Headline: Unmistakably You. Unmistakably DaRucci. Body: Don't just follow trends, set them. With DaRucci's custom leather, your vision comes to life. Choose your style, your fit, your statement. Tone: Confident, Personal
• •Headline: The Spirit of New York. The Soul of Leather. Body: Each DaRucci piece is infused with the energy of the city and the passion of our artisans. Built to last, designed to stand out. Discover authentic luxury. Tone: Authentic, Passionate, Urban