Brand Tone

inspirational, inclusive, personal, friendly, approachable, aspirational, and celebrating unique self-expression.

Brand Values

• •Self-Expression and Individuality
• •Quality and Craftsmanship
• •Inclusivity
• •Community
• •Sustainability

Best Practices

• •Lead with Personalization: Always frame the product as a canvas for the customer. Use words like "your," "you," "create," and "customize" to keep the focus on them.
• •Emphasize Italian Craftsmanship: Consistently mention "Made in Italy," "artisans," and "quality" to reinforce the brand's value proposition and justify its premium positioning.
• •Speak the Language of Community: Use inclusive and inviting language. Refer to customers and followers as the "#identiteam" or the "Idèntity family" to foster a sense of belonging.
• •Maintain an Uplifting and Aspirational Tone: The copy should feel like a sunny European holiday—chic, effortless, and inspiring. Avoid technical jargon and keep the language positive and light.
• •Bridge the URL and the Brand Message: Subtly connect the provocative "fkyouridentity" URL to the positive message of celebrating individuality. Use phrases like "Define your own labels," "Wear your story," and "Uniquely you" to tie the concepts together.

Social Perception

Perceived as a stylish, modern, high-quality brand offering personalized and unique items, especially for gifts and chic travel. The Italian origin conveys prestige. It's seen as relatable and community-focused, positioning customers as part of an exclusive group, with the brand name interpreted as a call to individuality rather than aggression.

Copy Examples

• •Your name, your story, your bag. Each stitch is a part of who you are. Made in Italy, designed by you. ✨ #identiteam #MadeInItaly #PersonalizedStyle
• •More Than Fashion. It's Your Identity. Create your own one-of-a-kind piece with our signature embroidery.
• •Just For You: Let's Make It Personal.
• •Wear your name like a badge of honor. Our ultra-soft, genderless hoodie isn't just a piece of clothing—it's a statement. Meticulously embroidered by our artisans in Italy, it’s designed for comfort, and crafted to be uniquely yours. The perfect fit for every body and every story.
• •Stop blending in. It’s time to stand out. At IDENTITY, we turn everyday essentials into unique expressions of you. Choose your item, add your name, and let our Italian craftsmen do the rest. Shop the collection and find your piece.