Brand Tone

Elegant & Sophisticated, Heritage-Focused & Traditional, Passionate & Artisanal, Confident & Authoritative, Modern & Innovative

Brand Values

• •Craftsmanship & Quality
• •Heritage & Tradition
• •Elegance & Style
• •Exclusivity & Uniqueness
• •Passion
• •Innovation & Globalization

Best Practices

• •Emphasize Heritage and Storytelling: Consistently weave in the brand's rich history, the generational aspect, and its roots in the Marche region. This reinforces authenticity and tradition.
• •Use Elegant and Evocative Language: Employ descriptive words that convey sophistication, quality, and the sensory experience of fine leather and craftsmanship (e.g., "meticulous," "sumptuous," "timeless," "artisan").
• •Highlight "Made in Italy" and Artisanal Processes: Regularly mention the Italian origin and the handcrafted nature of the shoes, including specific details like the number of production steps or unique techniques like hand-painting.
• •Focus on Timeless Style over Fleeting Trends: Position Franceschetti shoes as investments in enduring elegance rather than temporary fashion statements, appealing to a desire for lasting quality and classic design.
• •Maintain a Confident and Passionate Voice: Convey the brand's pride in its products and its deep-rooted passion for the art of shoemaking. This builds trust and connects with customers who appreciate genuine expertise.

Social Perception

High-Quality Italian Shoemaker, Traditional and Classic, Respected for Craftsmanship, Associated with Elegance, Priced as a Luxury/Premium Good

Copy Examples

• •Franceschetti: Walk with Italian Masters. For nearly a century, Franceschetti has crafted more than just shoes; we’ve sculpted a legacy of Italian excellence. Each pair is a testament to four generations of passion, hand-finished in Montegranaro, the heart of Italian shoemaking. Experience the art of true craftsmanship. Discover Your Tradition.
• •The Soul of Italy, Stitched Into Every Seam. It takes over 200 meticulous steps to bring a Franceschetti shoe to life. From carefully selected leathers to the final hand-painted flourish, we pour our heritage into creating footwear that speaks of timeless elegance and unparalleled quality. Explore the Collection.
• •Beyond Fashion. Beyond Trends. This is Franceschetti. In a world of fleeting styles, choose enduring sophistication. Our shoes are born from a legacy of artisanal mastery, designed for the discerning man who values authentic Italian craftsmanship and a style that transcends the ordinary. Invest in Timeless Style.
• •Elevate Your Every Step with Handcrafted Italian Luxury. Feel the difference that true passion makes. Franceschetti combines generations of shoemaking know-how with the finest materials to create shoes that offer both exceptional comfort and undeniable character. From boardroom to boulevard, make your mark. Shop Our Latest Arrivals.
• •Own a Piece of Italian Artistry. The Franceschetti Handpainted Collection. More than a shoe, it’s a statement. Each pair in our Handpainted collection is individually dyed by master artisans, ensuring a unique patina and an exclusive touch. For the man who dares to be distinct. Unveil Your Exclusivity.