Brand Tone

sophisticated elegance, craftsmanship, and quiet luxury

Brand Values

• •Quality Craftsmanship
• •Quiet Luxury
• •Authenticity & Heritage
• •Responsibility & Respect
• •Timeless Design
• •Sensory Experience

Best Practices

• •Emphasize Craftsmanship & Materials: Consistently use descriptive language that highlights the hand-made nature, the quality of the leather (e.g., "supple lamb nappa leather"), and the artisanal techniques ("hand-braided," "ancient crafts").
• •Maintain a Sophisticated & Elegant Vocabulary: Choose words that evoke luxury, refinement, and timelessness. Avoid overly casual slang or overly technical jargon.
• •Tell the Story: Weave in elements of the brand's Swiss-Moroccan heritage, the founders' passion, and the "love story" between cultures and craftsmanship. This adds depth and authenticity.
• •Focus on "Quiet Luxury": Reinforce the idea that the value lies in the product itself – its quality, design, and feel – rather than overt branding.
• •Evoke a Sensory Experience: Use language that appeals to the sense of touch and sight, aligning with the "LOVE at first touch" motto and the beauty of the materials.

Social Perception

a purveyor of high-quality, handcrafted leather goods and lifestyle accessories. It's positioned as a Swiss brand with an emphasis on "quiet luxury" and artisanal production. The connection to Moroccan craftsmanship and the personal story of the founders, Cristina McDaniel and David Pfrommer, adds a layer of authenticity.

Copy Examples

• •Indulge in the art of enduring style. Our hand-braided leather bags are a testament to timeless design and meticulous craftsmanship – a whisper of luxury for your everyday.
• •Experience the soul of LABEL17. Each piece tells a story of Swiss precision and Moroccan heritage, crafted to become an extension of your personality.
• •More than an accessory, it's a feeling. Discover the unparalleled softness of our nappa leather, designed to be loved at first touch and cherished for years to come.
• •Quiet luxury, confidently worn. Our designs speak through their quality and artistry, not loud logos. Elevate your essentials with LABEL17.
• •Crafted with passion, designed for life. From our hands to yours, explore a collection where traditional techniques meet contemporary elegance.