Brand Tone

Sophisticated & Artistic, Innovative & Passionate, Craft-Oriented & Authentic, Professional & Expert, Playful & Modern

Brand Values

• •Craftsmanship & Quality
• •Innovation & Design Excellence
• •Material Transformation & Versatility
• •Sustainability
• •Customization & Client Focus
• •Legacy & Modernity

Best Practices

• •Emphasize Artisanal Language: Consistently use words like "handcrafted," "artisanal," "skilled craftsmanship," "unique," and "Made in Italy" to reinforce the value of human touch and quality.
• •Highlight Material Transformation: Focus on the journey of concrete from a "poor" or "brutalist" material to something "prized," "light," "elegant," "colorful," and "versatile." Use descriptive language that evokes texture and form.
• •Maintain a Sophisticated yet Accessible Voice: While the design concepts can be artistic and even "metaphysical," ensure the language is clear, elegant, and inviting. Avoid overly technical jargon unless addressing a purely professional audience. The subtle playfulness in "Concretely!" can be used sparingly for approachability.
• •Integrate Values: Weave in brand values such as innovation, sustainability (durability, material choices, closed-loop processes), and design excellence into product descriptions, about sections, and social media posts.
• •Showcase Inspiration & Vision: Share the stories behind collections, designer collaborations (like with Marialaura Rossiello Irvine), and the artistic or architectural inspirations (e.g., brutalism, classicism, metaphysics) to add depth and personality to the brand narrative.

Social Perception

Luxury & High-End, Artisanal & Unique, Innovative & Design-Forward, Italian Excellence, Sustainable, Educational

Copy Examples

• •Headline: Concrete, Reimagined. Style, Redefined. Body: At Formacemento, we transform elemental concrete into expressions of artistry. Discover handcrafted Italian furniture that blends timeless strength with contemporary lightness. Each piece, a unique statement. #ConcretelyHandmade #ItalianDesign
• •Headline: Beyond Brutalism: The Softer Side of Concrete. Body: Experience the unexpected warmth and vibrant color of Formacemento. Our artisans skillfully mold high-performance concrete into sculptural forms that bring a unique, tactile elegance to your indoor and outdoor spaces. Dare to design differently. #Formacemento #ConcreteLuxury
• •Headline: Crafted for Generations. Designed for Today. Body: Formacemento melds ancient Roman material heritage with cutting-edge design. Our sustainable UHPC concrete furniture is built to last, offering enduring beauty and a lighter touch on the planet. Invest in timeless Italian craftsmanship. #SustainableDesign #MadeInItaly
• •Headline: Your Vision, Cast in Concrete. Body: From custom color palettes to bespoke dimensions, Formacemento collaborates with you to create truly personal pieces. Let our artisans and designers bring your unique aesthetic to life with the versatile beauty of concrete. #CustomFurniture #ConcreteArtistry
• •Headline: Join Us, Concretely. Body: Explore the Formacemento collections and discover how we’re reshaping perceptions of concrete. Innovative techniques, passionate craftsmanship, and a dedication to design excellence, all proudly Made in Italy. Elevate your space with enduring style. #LuxuryConcrete #DesignInnovation