Brand Tone

sophisticated, nostalgic, and authentic

Brand Values

• •Heritage and Tradition
• •Artisanal Quality
• •Timeless Elegance
• •Authenticity
• •Sensory Experience

Best Practices

• •Embrace Storytelling
• •Use Refined Language
• •Highlight Authenticity
• •Maintain a Consistent Visual Aesthetic
• •Focus on the "Why," Not Just the "What"

Social Perception

Etem Ruhi is perceived as a niche, luxury brand that offers a unique and culturally rich product. It is seen as a symbol of modern Turkish craftsmanship, blending historical tradition with contemporary design. Customers and lifestyle publications view it as a high-quality, authentic brand, making it a desirable item for gifting and personal use for those who appreciate artisanal goods and unique scents. The connection to Istanbul gives it a sense of place and story that resonates with consumers looking for more than just a product.

Copy Examples

• •A legacy of scent, revived. Our Citrus Blend is more than a fragrance; it's a story of Istanbul, of family, and of a tradition of hospitality bottled for a new era. Experience the contemporary rendition of a timeless ritual.
• •Inspired by the long-held Turkish custom of welcoming guests with a refreshing splash of cologne, our signature Citrus Blend is a tribute to timeless elegance. A sophisticated arrangement of Mediterranean citrus, balanced with delicate floral and woody notes, presented in our unique bottle with a scent-diffusing ceramic lid. A unisex fragrance designed to be shared.
• •Travel back to the bustling Grand Bazaar of the 1910s, where our founder, Etem Ruhi, first crafted his unique scents. Today, his spirit of invention lives on. Rediscover the art of fragrance with a story, meticulously revived for the modern connoisseur.
• •Tired of mass-produced scents? Discover Etem Ruhi. A revived family heritage from Istanbul, offering a unique, handcrafted citrus cologne that embodies a century of tradition and elegance. Click to bring home an authentic piece of Turkish culture.
• •Etem Ruhi: The Scent of Turkish Heritage, Reimagined.