Brand Tone

elegant, caring, and quality-focused

Brand Values

• •Quality & Craftsmanship
• •Tradition & Heritage
• •Comfort & Well-being
• •Style & Uniqueness
• •Attention to Detail
• •Family

Best Practices

• •Develop a Brand Voice Guide: Document the core characteristics of your brand's tone (e.g., elegant, caring, sophisticated, traditional, joyful) with examples of do's and don'ts. This ensures everyone creating content understands the desired voice.
• •Focus on "Made in Italy" Heritage: Consistently weave in references to Italian craftsmanship, quality materials, and the brand's 50-year history to reinforce authenticity and premium positioning.
• •Emphasize Child-Centric Benefits: While the tone is elegant, the messaging should always circle back to the child's experience – comfort, freedom of movement, ability to play, and feeling good in their shoes.
• •Use Evocative and Quality-Descriptive Language: Words like "precious," "handmade," "soft leather," "artisan," "timeless," and "cherished" can help convey the brand's values and the quality of the product.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual elements used on the website, social media, and advertisements. A sophisticated, clean aesthetic in imagery will complement an elegant and caring written tone.

Social Perception

a premium, high-quality children's footwear brand rooted in Italian craftsmanship.

Copy Examples

• •Headline: Little Steps, Lasting Quality. Italian Crafted Shoes for Your Child. Body: Since 1971, Florens has wrapped little feet in the comfort of soft leathers and the beauty of handmade details. Discover shoes designed to move, play, and grow in – with style that’s timeless. Because every adventure deserves the perfect start.
• •Headline: The Art of Italian Shoemaking, Perfectly Sized for Play. Body: From the heart of Italy’s footwear tradition, Florens brings you children's shoes where exquisite craftsmanship meets everyday comfort. Let them explore the world in shoes as unique and precious as they are.
• •Headline: Cherished Moments, Beautifully Shod. Body: For 50 years, Florens has been part of your family's special occasions and everyday joys. Our commitment: shoes that are as comfortable as they are elegant, ensuring happy feet for every precious step.
• •Headline: Style Has No Age. Quality Makes All the Difference. Body: At Florens, we believe little feet deserve the best. That's why each pair is lovingly handmade in Italy, blending timeless design with the durability needed for childhood's adventures. Experience the Florens difference.
• •Headline: Comfort and Craftsmanship in Every Stitch. Body: We pour our family's passion for footwear into every shoe we create. Soft, quality leathers, a perfect fit for growing feet, and details that make each pair special. Because their comfort and style are our tradition.