Brand Tone

Artistic & Whimsical Sophistication

Brand Values

• •Artisanal Craftsmanship
• •Individuality & Self-Expression
• •Quality & Precious Materials
• •Authenticity & Storytelling
• •Emotional Connection

Best Practices

• •Lead with the "Why": Always start from a place of artistry and emotion, not just product features. Frame the hats as a form of self-expression. Use storytelling to explain the inspiration behind a collection or a specific design.
• •Use Evocative Adjectives: Employ a lexicon that reflects the brand's tone. Words like "whimsical," "poetic," "daring," "meticulous," "dream-like," and "soulful" will reinforce the brand identity better than generic terms.
• •Emphasize "Made in Italy" with Detail: Don't just state it; describe it. Talk about the "hands of Italian artisans," "time-honored techniques," and the "scent of the workshop" to create a richer, more tangible image of craftsmanship.
• •Maintain a Balance of Whimsy and Sophistication: The copy should feel dreamy but grounded in quality. Pair poetic concepts with tangible reassurances of luxury materials and expert construction. For example, "A hat born from a daydream, brought to life with the finest Tuscan straw."
• •Adapt the Tone, Not the Values, for Each Platform: On Instagram, the copy can be more poetic and fashion-focused. On TikTok, it can be more direct and process-oriented. However, the core values artistry, craft, and individuality must remain consistent across all channels.

Social Perception

Lunatique is perceived as a high-end, niche, and desirable artisan brand, known for creating unique, high-quality, and fashionable statement pieces. It is seen as a glamorous and chic Made in Italy brand with a strong, original stylistic vision, blending traditional hat forms with modern, sensual, and elegant twists, appealing to those who appreciate craftsmanship and invest in distinctive accessories.

Copy Examples

• •More Than a Hat. A Mood. An Artwork. Discover handcrafted Italian headwear for the brilliantly bold.
• •Wear your heart on your head. Our iconic Lovatique, handcrafted with Italian soul and a touch of whimsical romance. A shape for dreamers.
• •This isn't just a cowboy hat; it's a whisper of rebellion, meticulously crafted from pure wool felt. Finished with a precious embroidered band, it re's where Italian elegance meets the untamed spirit.
• •How our hats get their soul ✨ From a sketch, to steam and stitches, to you. #MadeInItaly #Handmade #Artisan
• •For the Lunatique in You: New Arrivals & Stories.