Brand Tone

sophisticated, artistic, exclusive, professional, serious, authoritative, focused on heritage and expertise

Brand Values

• •Artisanal Excellence
• •Architectural Design Philosophy
• •Exclusivity and Uniqueness
• •Enduring Quality

Best Practices

• •Emphasize Heritage and Founder's Vision: Always link the products back to François-Joseph Graf's architectural background and artistic vision. This is the brand's strongest differentiator.
• •Use Sophisticated and Evocative Language: Employ a lexicon that reflects the brand's intellectual and artistic foundation. Words like "proportion," "volume," "rigor," "poetry," and "atelier" should be staples.
• •Highlight the Craftsmanship: Detail the artisanal process whenever possible. Mentioning the hours of labor, the hand-sewn details, and the Parisian workshop reinforces the value of the product.
• •Maintain Exclusivity in Communication: Address the audience as discerning connoisseurs. Language should be confident and assertive, never overly promotional or sales-driven. The product is presented as an acquisition, not just a purchase.
• •Ensure Visual and Textual Harmony: The clean, structured, and artistic aesthetic of the products should be mirrored in the layout and language of all communications. The copy should be as meticulously composed as the handbags themselves.

Social Perception

A high-luxury, niche brand recognized within high fashion, art, and design circles, conveying prestige and credibility, targeting a wealthy and discerning clientele who value intrinsic design and craftsmanship.

Copy Examples

• •Architecture you can carry. The new ‘Tonalité’ bag, where the rigor of structure meets the poetry of form. Each line is a decision, every color a statement. A singular creation, born in our Paris atelier.
• •The Chimère bag is not merely an accessory; it is a portable piece of architecture. Conceived by François-Joseph Graf and brought to life by master artisans, its intricate leather marquetry is a testament to over 30 hours of meticulous craftsmanship. For the woman who doesn't just enter a room, but defines it.
• •Some carry a handbag. Others carry a Graf Paris. The intersection of Parisian haute maroquinerie and architectural mastery. Discover your unique piece at our boutique in the Four Seasons Hotel George V.
• •As a valued patron of design, we invite you to an exclusive preview of the ‘Grand Bleu’ collection. Experience firsthand how François-Joseph Graf translates the vastness of the sea into structured, wearable art. By appointment only.
• •Graf Paris: The architecture of the handbag. Unique creations of haute maroquinerie, designed by François-Joseph Graf and handcrafted in our Parisian atelier.