Brand Tone

Passionate and Creative, Innovative and Functional, Personable and Familiar, Proudly Italian

Brand Values

• •Creativity and Innovation
• •Modularity and Dynamism
• •Quality and Craftsmanship
• •Collaboration and Teamwork
• •Emotional Connection

Best Practices

• •Lead with Passion, Follow with Function: Start with the emotional "why" – the love for light and creativity – before explaining the practical "how" – the magnetic base or modular function.
• •Always Say "Made in Italy": Consistently include this phrase to reinforce the brand's commitment to quality and design heritage. It's a key differentiator.
• •Use "Dynamic" and "Modular": These are core concepts for the brand. Regularly use these or similar words (e.g., flexible, adaptable, movable) to describe the products.
• •Tell Human Stories: Continue to share insights into the team and the creative process. This makes the brand more relatable and builds a stronger connection with the audience.
• •Keep it Clean and Design-Forward: The copy's tone should mirror the product's aesthetic: elegant, simple, and purposeful. Avoid overly complex jargon and let the innovative nature of the product speak for itself.

Social Perception

The public perception of ilfilotto is that of a niche, high-quality design brand. It is appreciated for its unique blend of minimalist aesthetics and practical functionality, seen as an innovator in the lighting space (especially due to its magnetic systems), and likely perceived as a premium brand by those interested in interior design and unique home decor.

Copy Examples

• •Tired of static lighting? So were we. Meet Iride, the magnetic lamp that moves with you. Place it on its base, or any metal surface, and direct light exactly where you need it. This is not just a lamp; it's a dynamic part of your home. #ilfilotto #MadeInItaly #MagneticLamp #DesignInnovation #FlexibleLighting
• •Your home is a canvas. Why should your lighting be any different? At ilfilotto, we believe in light that is modular, dynamic, and deeply personal. Discover our collection of Italian-designed magnetic lamps and start creating with light. #ilfilotto #ItalianDesign #HomeDecor #CreativeLighting #LightingDesign
• •Introducing the C-Tua Collection. A fully modular shelf and lighting system designed for modern living. Because we believe functional can, and should, be beautiful. Explore the possibilities. #ilfilotto #ModularDesign #FunctionalArt #MadeInItaly #HomeInspiration
• •Handcrafted in Italy, our Metal Pendant light is where simplicity meets personality. With a colored cotton cable and a sleek iron lampholder, it ’s designed to match any lamp in our catalog and any room in your home. Choose your color and let your style shine. #ilfilotto #PendantLight #ItalianCraftsmanship #MinimalistDesign
• •More Than an Object. For us, a lamp holds a story—of late-night ideas, passionate craftsmanship, and the beauty of collaboration. When you bring an ilfilotto piece into your home, you ’re not just getting a light source; you're becoming part of our family. Discover the stories behind our designs. #ilfilotto #BrandStory #DesignPhilosophy #MeetTheMakers