Brand Tone

Authoritative, Elegant & Sophisticated, Traditional & Classic, Understated, Exclusive, Heritage-Rich

Brand Values

• •Tradition & Heritage
• •Craftsmanship & Quality
• •Timeless Elegance
• •Exclusivity & Discretion
• •Authenticity

Best Practices

• •Emphasize Heritage Delicately: Regularly reference the founding year (1858), Viennese roots, and historical significance, but integrate it naturally rather than as a blunt statement. Phrases like "A tradition born in..." or "Continuing a legacy of..." work well.
• •Use Refined and Evocative Language: Opt for sophisticated vocabulary. Words like "distinguished," "meticulous," "artistry," "legacy," "bespoke," "unwavering," "discerning," and "timeless" align with the brand. Avoid slang, overly casual phrasing, or hyperbole.
• •Focus on "Show, Don't Just Tell": Instead of saying "we make high-quality products," describe the specific elements of quality: "meticulously selected fabrics," "hand-stitched details," "compositions perfected over generations."
• •Maintain an Understated Confidence: The brand's history and reputation speak volumes. The tone should be assured and knowledgeable, but never arrogant or boastful. Let the quality and heritage imply superiority.
• •Speak to the Discerning Individual: Address the reader as someone who understands and appreciates quality, tradition, and fine craftsmanship. The copy should resonate with their values of seeking out the exceptional and enduring.

Social Perception

Knize is perceived as a venerable institution, a symbol of old-world Viennese charm and high-quality European craftsmanship. It's seen as a luxury brand, with products that are investments rather than disposable items. Among fragrance enthusiasts, Knize (especially Knize Ten) is considered iconic, a benchmark for leather scents. Among tailoring aficionados, it's recognized as one of the great historical tailoring houses, known for its classic cuts and impeccable service. The brand appeals to a mature, sophisticated audience that values tradition, quality, and understated luxury. It may be less known to younger, trend-driven consumers, but this is consistent with its positioning. There's a strong association with "gentlemanly" conduct and classic masculinity.

Copy Examples

• •Knize: Crafting Viennese Elegance Since 1858. Discover the legacy of timeless style. From the impeccable cut of our bespoke suits to the enduring allure of our signature fragrances, Knize embodies a tradition of unparalleled quality and sophisticated distinction. An inheritance of craftsmanship, for the discerning gentleman.
• •An icon of masculine perfumery. Knize Ten is more than a fragrance; it is a statement of unwavering character. A masterful blend of leather, woods, and florals, composed for the man who defines his own elegance.
• •The artistry of a perfect lapel. At Knize, every stitch is a testament to centuries of tailoring tradition. Experience bespoke, redefined. #Knize #BespokeTailoring #VienneseCraftsmanship #TimelessElegance
• •For over 165 years, Knize has stood as a bastion of Viennese tailoring and perfumery. We preserve the art of classic style, offering gentlemen enduring quality and unparalleled craftsmanship from our historic atelier at Graben 13.
• •A legacy woven into the fabric of Vienna. Since 1858, Knize has dressed generations of discerning individuals. Visit our flagship store and become part of a living tradition. #KnizeVienna #HeritageBrand #LuxuryMenswear #Since1858