Brand Tone

Elegant and Sophisticated, Authentic and Passionate, Approachable Luxury, Warm and Inviting, Knowledgeable and Guiding

Brand Values

• •Uncompromising Quality & Craftsmanship
• •Italian Heritage & Tradition
• •Comfort & Enhanced Sleep
• •Authenticity & Transparency
• •Thoughtful & Timeless Design
• •Natural Materials (with an inclination towards sustainability)

Best Practices

• •Embrace 'Italian Elegance': Consistently use refined, evocative language that speaks to luxury, quality, and the beauty of Italian craftsmanship. Infuse Italian words or phrases where appropriate and natural (e.g., 'Ciao,' 'Buonanotte,' 'From Italy with Love').
• •Tell the Story of Craftsmanship: Go beyond product features to narrate the process, the origin of materials, and the skill of the artisans. This reinforces authenticity and value.
• •Focus on Sensory Experience and Emotion: Describe how the linens feel (crisp, buttery, cool, warm) and the emotions they evoke (comfort, sanctuary, indulgence).
• •Maintain a Balance of Luxury and Accessibility: While highlighting the premium nature of the products, reiterate the 'attainable price point' and the idea of bringing this luxury to a wider audience seeking quality.
• •Be Informative and Guiding: Educate customers about the nuances of fine linens (thread count, weaves, material benefits) to empower their choices and underscore the brand's expertise. Ensure clarity and helpfulness in all communications.

Social Perception

High-Quality Provider, Niche & Discerning Audience, Positive, Albeit Limited, Public Feedback, Aspirational

Copy Examples

• •Headline: From Italy, With Love. Experience the Art of Fine Linen. Body: At LETTO, we believe your bed should be a sanctuary. That's why we journey to Italy, partnering with generations of artisans to craft the world's most exquisite linens. Discover the difference tradition makes. Sleep beautifully. Call to Action: Explore Our Collections
• •Headline: Elevate Your Sleep: Italian Luxury, Attainably Priced. Body: Indulge in the unparalleled comfort of authentic Italian linens without the traditional markup. LETTO brings bespoke-quality sheets, duvet covers, and pillowcases directly to your home. Because true luxury is a perfect night's sleep. Call to Action: Meet Your Sheet
• •Headline: The Secret to a Well-Made Bed? Buonanotte. Body: Our signature 'Buonanotte' hallmark isn't just a charming detail; it’s your guide to effortless bed-making. Crafted from the finest materials in Italy, every LETTO piece is designed for beauty, comfort, and ease. Call to Action: Discover Thoughtful Details
• •Headline: Feel the Difference. Pure Italian Craftsmanship in Every Thread. Body: From the crisp coolness of our percale to the buttery softness of our sateen, LETTO linens are a sensory experience. Woven from the world's finest fibers, each piece is a testament to Italian artistry and a promise of exceptional comfort. Call to Action: Shop Our Fabrics
• •Headline: More Than Linens. A Legacy of Italian Comfort. Body: For over a quarter-century, we've worked alongside Italy's master weavers. LETTO is born from this heritage – a collection that celebrates authentic quality, thoughtful design, and the simple joy of slipping into a beautifully made bed. Call to Action: Learn Our Story