Brand Tone

Artisanal & Crafted, Confident & Bold, Authentic & Original, Edgy & Rock-Inspired (with a touch of bohemian), Premium & Sophisticated

Brand Values

• •Craftsmanship: Dedication to traditional Italian shoemaking techniques and hand-finishing.
• •Quality: Use of premium Italian leathers and durable materials.
• •Individuality & Authenticity: Creating unique designs for those who want to stand out and express their genuine selves.
• •Passion & Creativity: Designing footwear and accessories that are considered wearable works of art.
• •Heritage: Proudly promoting its Italian roots and manufacturing.
• •(Emerging) Sustainability/Ethical Consideration: Mention of vegetable-tanned leathers and responsible practices in some contexts.

Best Practices

• •Emphasize Italian Craftsmanship: Consistently mention "Made in Italy," "Italian leather," "artisanal techniques," and "handcrafted details" to reinforce the core value of quality and heritage.
• •Use Confident and Evocative Language: Employ strong verbs and descriptive adjectives that convey boldness, individuality, and artistry (e.g., "fearless," "statement-making," "hand-burnished," "sculpted," "innovative").
• •Highlight Uniqueness: Stress what makes A.S.98 different – the unique designs, the character of the leather, the blend of tradition and modernity. Avoid generic fashion speak.
• •Tell a Story: Frame products not just as items, but as pieces with a story, reflecting the wearer's personality and the brand's passion for creation. Connect with the "free-spirited" and "confident" customer.
• •Maintain Visual and Textual Harmony: Ensure the copy complements the edgy, artistic, and high-quality imagery used on the website and social media. The language should feel as premium and distinctive as the products look.

Social Perception

High Quality & Durable, Stylish & Unique, Comfortable, Premium/Investment Piece, Trustworthy. The brand appeals to individuals who are fashion-forward and appreciate artisanal quality over mass-produced trends.

Copy Examples

• •Headline: Dare to be Different. Step into A.S.98. Body: Crafted in Italy, designed for the bold. Our hand-burnished leathers and unique silhouettes aren't just shoes, they're a statement. Discover your next obsession. Call to Action: Shop New Arrivals
• •Headline: Artisan Soul. Modern Edge. Body: Each pair of A.S.98 boots tells a story of Italian tradition and fearless design. Experience the touch of master craftsmanship and leather that lives with you. Call to Action: Explore the Collection
• •Headline: More Than Fashion. It's Self-Expression. Body: Forget fleeting trends. A.S.98 is for the confident, the creative, the authentic. Our unique designs, from rugged boots to artful sandals, empower your individual style. Call to Action: Find Your Signature Pair
• •Headline: The Art of Italian Leather. The Spirit of Adventure. Body: Supple, hand-treated Italian leathers meet innovative designs. A.S.98 footwear is your companion for every journey, embodying both luxury and a free spirit. Call to Action: Discover Handcrafted Leather
• •Headline: Imperfectly Perfect. Uniquely You. Body: We celebrate the subtle variations that make each A.S.98 piece an original. Embrace the beauty of true craftsmanship and designs that are as individual as you are. Call to Action: Shop Limited Editions