Brand Tone

sophisticated, authentic, and evocative

Brand Values

• •Authenticity and Heritage
• •Quality Craftsmanship
• •Timeless Elegance
• •Cultural Appreciation
• •Sustainability

Best Practices

• •Embrace Storytelling: Every piece of copy should tell a small part of the brand's story. Whether it's the history of the Friulane, the life of the artisans, or the inspiration behind a new color, weaving a narrative will maintain the evocative and authentic tone.
• •Use Evocative and Sensory Language: Instead of just saying 'comfortable shoes,' use phrases like 'velvet comfort' or 'light and elegant.' Describe the colors, textures, and the feeling of wearing the shoes to transport the customer.
• •Maintain a Balance of Elegance and Approachability: The tone should be sophisticated but not alienating. Use elegant language but keep sentences clear and direct. The goal is to invite customers into the world of the brand, not to talk down to them.
• •Highlight Key Values Consistently: Continuously reinforce the core values of authenticity, craftsmanship, and heritage in all communications. Phrases like 'Handmade in Italy,' 'traditional craftsmanship,' and 'Venetian soul' should be recurring themes.
• •Ensure Visual and Textual Cohesion: The sophisticated and authentic tone of the copy must be matched by high-quality, on-brand imagery and videography across all platforms. The visual elements should reflect the elegance, heritage, and cultural context that the text describes.

Social Perception

L'Espadrille de Venise is perceived by its audience as a purveyor of high-quality, artisanal footwear that is both comfortable and chic. Customers on social media and in reviews often express satisfaction with the unique aesthetic and the story behind the brand. The shoes are seen as a sophisticated alternative to mainstream footwear options. There is an appreciation for the brand's commitment to traditional production methods. The price point, with shoes often ranging from €130 to €190, positions the brand in the premium, accessible luxury segment. This perception is bolstered by features in fashion publications which lend the brand credibility and desirability.

Copy Examples

• •Introducing the 'Rialto' Collection. Inspired by the warm hues of a Venetian sunset, each pair is handcrafted by our artisans in Friuli, bringing a touch of timeless Italian elegance to your wardrobe. Discover the soul of Venice, one step at a time. #LEspadrilleDeVenise #Friulane #HandmadeInItaly #VenetianStyle
• •More than a shoe, it's a story. For generations, our Friulane have been handmade in small Italian workshops, with the same passion and precision. Feel the heritage of Venetian craftsmanship. #ArtisanalShoes #MadeInItaly #SupportArtisans
• •The Original Venetian Slipper. Velvet comfort, timeless design. Our Classic Friulane are the epitome of everyday elegance. Find your perfect pair.
• •From Paris to Venice, the Friulane is your perfect companion. Effortless elegance for any occasion. How will you style yours? #VenetianSlippers #StyleInspiration #EffortlessChic
• •Subject: A Glimpse into Our World From our home in Paris, we dream of Venice. We wanted to share a little of the passion that goes into every pair of our Friulane. It’s the story of talented artisans, beautiful materials, and a love for timeless design. Thank you for being part of our journey. Explore our latest arrivals and rediscover the magic of handmade.