Brand Tone

Luxurious & Aspirational, Elegant & Sophisticated, Passionate & Proud (Craftsmanship), Modern & Innovative, Confident & Assertive

Brand Values

• •Quality & Excellence
• •Craftsmanship & Tradition
• •Luxury & Elegance
• •Customer Trust & Transparency
• •Innovation & Modernity
• •Ethical Responsibility & Sustainability
• •Personalization
• •Passion

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the key elements of your brand tone (e.g., luxurious, elegant, passionate, confident), including approved vocabulary, "do's and don'ts" for language, and examples of on-brand copy. This guide should be the cornerstone for all content creators.
• •Prioritize "Luxury" and "Exclusivity" in Language: Consistently use words and phrases that evoke a sense of high value, rarity, and superior quality (e.g., "artisanal," "handcrafted," "finest materials," "exclusive," "bespoke," "timeless," "masterpiece," "iconic").
• •Emphasize Italian Heritage and Craftsmanship: Regularly weave in references to "Made in Italy," the skill of Italian artisans, and the tradition behind the brand. This reinforces authenticity and the perceived quality of the products.
• •Maintain an Elegant and Sophisticated Style: Avoid overly casual slang, overly technical jargon (unless explaining specific quality aspects), or overly aggressive sales language. The tone should be polished, refined, and aspirational, appealing to a discerning audience.
• •Be Mindful and Confident in Addressing Fur: Acknowledge the conversation around fur by proactively highlighting ethical sourcing, certifications like Furmark®, sustainability efforts, and the longevity and quality of real fur as opposed to fast-fashion synthetics, as the brand already does on its website. The tone should be informative and assured, not defensive.

Social Perception

High-End & Exclusive, Fashionable & Stylish, Traditional yet Evolving, Controversial (due to product), Internationally Recognized

Copy Examples

• •Elpidio Loffredo: Where Italian Artistry Meets Timeless Elegance. Indulge in the unparalleled luxury of a handcrafted Elpidio Loffredo fur. Each piece, born from generations of artisanal tradition and the finest ethically sourced materials, is an investment in enduring style and sophisticated warmth. Discover the essence of Made in Italy.
• •The Whisper of Sable, The Embrace of Cashmere. Experience the sublime. Our latest collection harmonizes the legendary softness of Russian sable with the refined touch of Loro Piana cashmere. For the discerning individual who seeks nothing less than perfection. Explore Elpidio Loffredo.
• •Beyond the Ordinary. The Elpidio Loffredo Vision. We see fur not just as a garment, but as an expression. A testament to innovative design rooted in heritage. Ethically crafted, exquisitely finished, and personalized to your unique essence. Dare to define luxury on your own terms.
• •Introducing 'The Dune' Collection: A Tapestry of Dreams. Journey with us through sands of time with our FW 24-25 Collection. Inspired by ancient mysteries and crafted with meticulous care, each piece tells a story of resilience and beauty. Feel the spirit, wear the art.
• •Own Your Elegance. Every Day. Elpidio Loffredo redefines fur for the modern connoisseur. No longer reserved for grand occasions, our creations are designed for the confident individual who seamlessly blends luxury with daily life. Discover versatile pieces that speak volumes.