Brand Tone

Traditional, Expert, and Personal

Brand Values

• •Artisanal Quality
• •Made in Italy
• •Personalization and Exclusivity
• •Heritage and Tradition
• •Customer-Centricity

Best Practices

• •Prioritize Storytelling: Continuously reference the brand's heritage—the story of Viola, the founding date of 1984, and the tradition of Italian tailoring. This narrative is the strongest asset and should be woven into all communications.
• •Use an "Expert" Lexicon: Consistently use terms like "artisanal," "sartorial," "mastery," "hand-crafted," "tailored," and "Made in Italy" to reinforce the brand's positioning as a high-end expert. Avoid casual slang or overly trendy marketing buzzwords.
• •Emphasize Personalization: Frame the product not just as a shirt, but as a "creation," an "experience," or a "collaboration" with the customer. Use phrases like "your shirt," "uniquely yours," and "created for you" to make the customer feel central to the process.
• •Maintain a Refined Visual Identity: All visual content (photos, website design) should reflect the values of quality and tradition. Use high-quality imagery of fabrics, detailed shots of stitching, and classic, elegant typography. Avoid flashy or overly modern aesthetics that could clash with the heritage tone.
• •Communicate with Personal, Formal Grace: In all customer interactions (emails, phone calls, in-person), the tone should be respectful, personal, and professional. Address customers by name and communicate with the warmth and authority of a seasoned artisan, not an anonymous corporation.

Social Perception

La Mia Camiciaia is perceived as a high-end, specialized artisan shop, a 'hidden gem' offering superior quality, precision fit, and honest prices for true artisanal work. Its limited online presence reinforces its image as an exclusive, traditional establishment.

Copy Examples

• •The Art of the Italian Shirt, Tailored for You. Since 1984, Viola - La Mia Camiciaia has crafted more than just shirts; we create personal statements of elegance. Experience the tradition of authentic, handmade quality.
• •Your style, brought to life by our expert hands. Choose from hundreds of premium Italian fabrics, select your perfect collar and cuff, and let our artisans create a shirt that is uniquely yours. This is not just a garment; it is a second skin, sewn with passion in Viterbo.
• •From a dream in a small Lazio workshop to a benchmark of Italian tailoring. Every shirt from La Mia Camiciaia carries the legacy of our founder, Viola, and the promise of unparalleled quality. #MadeInItaly #Sartorial #CustomShirt #LaMiaCamiciaia
• •It began with a single sewing machine in the 1970s and a passion for perfection. Today, the all-female team at our Viterbo laboratory continues Viola's founding vision: to celebrate Italian craftsmanship and create timeless elegance, one stitch at a time.
• •Why settle for a shirt that fits, when you can have a shirt that was *made* for you? Rediscover the luxury of a perfect fit at La Mia Camiciaia. True Italian tailoring, right here in Viterbo.