Brand Tone

Elegant and Refined, Heritage-focused and Traditional, Confident and Assured, Appreciative of Craftsmanship, Slightly Formal but Approachable

Brand Values

• •Heritage and Tradition
• •Craftsmanship and Quality
• •Innovation
• •Timeless Elegance
• •Authenticity
• •Practicality and Functionality
• •Eco-sustainability

Best Practices

• •Emphasize Heritage and Origin: Always weave in the brand's founding year (1885) and Florentine/Italian roots to reinforce authenticity and legacy.
• •Highlight "Softy" and Material Innovation: Consistently mention the unique qualities of the Softy fabric (lightweight, durable, iconic) as a key brand differentiator.
• •Use Elegant and Evocative Language: Employ sophisticated vocabulary that reflects luxury, quality, and timeless style. Words like "artisanal," "legacy," "iconic," "refined," and "timeless" should be staples.
• •Maintain a Confident, Assured Voice: The copy should reflect the established reputation and quality of the brand without being arrogant. Focus on the inherent value and craftsmanship.
• •Balance Tradition with Modern Appeal: While heritage is key, ensure the copy also speaks to the contemporary consumer by highlighting how the classic designs and practical features fit into a modern lifestyle. Frame tradition as a foundation for enduring, relevant style.

Social Perception

Positive Association with Quality and Durability, Seen as a Symbol of Italian Style, Respected for its Heritage, Considered Elegant and Timeless, Valued for Lightweight Materials, Potentially Niche but Coveted

Copy Examples

• •Headline: Gherardini: 1885 Reasons to Embrace Timeless Florentine Elegance. Body: Since 1885, Gherardini has woven a legacy of unparalleled craftsmanship from the heart of Florence. Discover the Softy collection – where heritage meets innovation in every lightweight, enduring design. Own a piece of Italian artistry.
• •Headline: The Art of Italian Craftsmanship, Redefined by Gherardini. Body: More than just a bag, it’s a Gherardini. Meticulously crafted in Italy, each piece embodies generations of artisanal skill and a passion for timeless style. Experience the difference tradition makes.
• •Headline: Effortless Style, Enduring Quality. That’s Gherardini Softy. Body: Light as a whisper, yet resilient for life’s adventures. Our iconic Softy fabric blends innovative technology with sophisticated design, offering you unparalleled comfort and lasting elegance.
• •Headline: From Florence, With Love. Gherardini – A Legacy You Can Carry. Body: Each Gherardini creation is a testament to Florentine heritage and a commitment to enduring beauty. Invest in a piece that transcends trends and tells a story of Italian excellence.
• •Headline: Gherardini: Defining Italian Luxury Since Garibaldo Gherardini’s First Florentine Workshop. Body: For over a century, Gherardini has been synonymous with innovative materials and the art of beautiful, durable accessories. Carry on the tradition of refined style.