Brand Tone

Whimsical, Poetic, and Profoundly Human

Brand Values

• •Creativity and Imagination
• •The Power of Storytelling
• •Valuing Diversity and Uniqueness
• •Emotional Connection
• •Artistic Integrity

Best Practices

• •Use Metaphor and Poetic Language: Instead of literal descriptions, use metaphors and similes. Describe a book not by its plot, but by the feeling it evokes. Frame art not as a product, but as a captured dream or a visiting character.
• •Embrace a Storytelling Approach: Every piece of copy, from a product title to a social media update, should feel like a piece of a larger narrative. Start with "Once upon a time," "Imagine if," or other classic storytelling openings, even if only implicitly.
• •Maintain a Humble and Human Tone: Incorporate Gek Tessaro's personal, slightly self-deprecating voice. Mention the human element behind the brand—the travel, the hands-on process. This builds authenticity and connection. For example, mention that Gek is on the road for a show when announcing a slight shipping delay.
• •Ask Questions that Spark Imagination: Engage the audience with open-ended, whimsical questions. "What do clouds dream of?" or "If this drawing could speak, what would it say?" This aligns with the brand's value of fostering creativity.
• •Focus on Emotion Over Features: The copy should highlight the emotional impact of the work—wonder, nostalgia, courage, laughter—rather than just its physical attributes (e.g., "a story that makes you feel brave" instead of "a 32-page hardcover book").

Social Perception

Masterful and beloved artist within the world of Italian children's literature and art. He is seen as an inspired and generous author and a fascinating narrator. Critics and reviewers praise his artistic maturity, the fusion of lyrical text with powerful illustrations, and his innovative spirit. The public is enchanted by his live performances, described as captivating and capable of creating surprises and wonders. He is respected as a complete author and a unique performing artist who has carved out his own niche with the 'teatro disegnato'.

Copy Examples

• •Not all horses have their feet on the ground. Some are born from an ink spill, live in a daydream, and carry the colour of the sky on their backs. This one galloped out of the studio today. Where do you think he's going?
• •There are battles fought with swords, and then there are those fought with a heart full of windmills and impossible dreams. A story for the little knight in every one of us, a reminder that the most important adventures are the ones that feel a little bit foolish and wonderfully brave.
• •A blank screen, a pot of ink, and a story waiting to be born...
• •Gek Tessaro Studio: Original Art, Straight from the Storyteller's Hand. A little piece of the dream, delivered to your door (with patience and a touch of wanderlust).
• •The beautiful mess of storytelling. Before the lights go down and the magic begins, there is just ink, water, and a whisper of an idea. A peek into the 'teatro disegnato' and how stories come to life, one line at a time.