Brand Tone

sophisticated, refined, and aspirational, with an underlying sense of confidence and understated elegance, and an educational focus on 'Made in Italy' heritage and 'Smart Luxury'

Brand Values

• •Authenticity and Humility
• •Optimism and Positivity
• •Family and Relationships
• •Self-Assurance and Confidence
• •Smart Luxury
• •Sustainability and Responsibility

Best Practices

• •Consistently emphasize and explain the concept of "Smart Luxury" across all copy.
• •Always highlight the "Made in Italy" heritage and the craftsmanship involved in products.
• •Maintain a sophisticated and aspirational tone using elegant language, avoiding slang or overly casual phrasing.
• •Focus on the versatility and timelessness of products, presenting them as long-lasting pieces for various settings.
• •Subtly incorporate core brand values like authenticity, optimism, and self-confidence to build deeper customer connection.

Social Perception

High-quality, Italian luxury brand with accessible price points, for refined, modern individuals who value style and substance; perceived as 'quiet luxury' or 'smart luxury' appealing to those seeking timeless, well-crafted pieces.

Copy Examples

• •Smart Luxury, Made in Italy. Discover versatile elegance and timeless style designed to elevate your everyday.
• •Crafted for the confident man. Our latest collection embodies the spirit of Italian nonchalance —effortless, refined, and authentically you. #EleventyMilano #SmartLuxury
• •Experience the feeling of true Italian craftsmanship. Eleventy offers luxury that is perceived, not just seen. Shop our new arrivals and receive a complimentary style consultation in-store.
• •The epitome of soft sartorial style. This jacket, meticulously crafted in Italy, adapts to your form and your life. From the boardroom to a weekend escape, it ’s a versatile statement of understated confidence.
• •Embrace Your Best Self | The New Collection Has Arrived