Brand Tone

sophisticated, professional, aspirational, expert, and confident

Brand Values

• •Quality & Craftsmanship
• •Design & Aesthetics
• •Innovation & Technology
• •Exclusivity & Luxury
• •Legacy & Heritage

Best Practices

• •Emphasize Heritage and Origin: Always connect the products back to their Italian roots. Use words like "artisanal," "heritage," "crafted," and "Italian design" to reinforce the brand's core value of quality craftsmanship.
• •Use Sophisticated, Evocative Language: Employ a vocabulary that reflects luxury and high performance. Words like "impeccable," "unparalleled," "seamlessly integrated," "culinary excellence," and "timeless elegance" help maintain the aspirational tone.
• •Focus on Lifestyle Benefits, Not Just Features: Instead of just listing technical specifications, describe how the appliances enhance the user's life. Frame it as creating a beautiful space for family, enabling culinary creativity, or bringing effortless elegance into the home.
• •Maintain a Professional and Confident Voice: Avoid overly casual language, slang, or humor. The tone should be consistently authoritative and polished across all platforms, from the website to any future social media or advertising copy.
• •Develop a Brand Lexicon: Create a list of on-brand words and phrases (e.g., "Italian soul," "art of performance," "design-forward") and a list of words to avoid (e.g., "cheap," "basic," "deal"). This will ensure consistency no matter who is writing the copy.

Social Perception

Difficult to ascertain due to low online visibility and brand name confusion; largely controlled by the brand's own curated content, which projects an image of a high-end, reliable distributor of luxury goods.

Copy Examples

• •The Art of Performance. The Heart of Your Home. Discover Italian-crafted kitchen appliances that blend impeccable design with unparalleled innovation.
• •Elevate every moment. Our Fulgor Milano collection transforms the kitchen into a space of culinary creativity and timeless elegance. Where cutting-edge technology meets Italian soul. #LazoUSA #ItalianDesign #LuxuryKitchen #HomeInnovation #FulgorMilano
• •Beyond a Kitchen. A Masterpiece. Experience the fusion of form and function with appliances crafted for those who appreciate the exceptional.
• •Redefine Your Culinary Space with Italian Excellence.
• •Forged from a tradition of impeccable Italian craftsmanship, this oven is engineered not just to cook, but to inspire. Its intuitive controls and precision technology give you the confidence to create, while its flawless design makes a statement of pure elegance.