Brand Tone

aspirational, authentic, and reverent

Brand Values

• •Heritage & Tradition
• •Craftsmanship & Quality
• •Timelessness
• •Authenticity
• •Passion

Best Practices

• •Lead with the 'Why,' Not Just the 'What': Always connect the product back to the brand's core values. Instead of saying 'New Leather Bag,' say 'A New Chapter in Our Leather Story.' Frame every product as a piece of the larger brand narrative.
• •Use Storytelling Language: Employ evocative and sensory words. Terms like 'legacy,' 'heritage,' 'artisan,' 'patina,' 'journey,' and 'craft' should be staples in the brand's vocabulary. Tell mini-stories in captions and descriptions.
• •Show, Don't Just Tell, 'Handmade': Continuously reinforce the handmade value with visual and written content. Talk about the specific techniques used (e.g., 'saddle-stitched,' 'hand-burnished edges'), the tools, and the hours involved. This justifies the premium quality and price.
• •Emphasize Timelessness Over Trends: Avoid language that is overly trendy or temporary. Position the products as long-term investments. Use phrases like 'beyond the season,' 'a future heirloom,' and 'classic style, modern function.'
• •Maintain a Tone of Reverent Authority: The brand is an expert in its craft. The copy should be confident and knowledgeable, educating the customer about the benefits of vegetable-tanned leather or the strength of a particular stitch. This builds trust and respect, aligning with the reverent tone.

Social Perception

MaggioRossetto is perceived as a high-quality, durable, and stylish luxury leather goods brand, an authentic representative of Argentina's renowned leather industry with artisanal quality and classic designs. Its products are highly valued for their longevity, fostering a loyal customer base.

Copy Examples

• •The story of our Cartella 'Viaggio' isn't written in ink, but in every stitch. Forged from a single piece of full-grain Argentine leather, it's a testament to a craft passed down through generations. Built not just for a season, but for a lifetime of journeys. This is more than a bag; it's a legacy you carry. #MaggioRossetto #HandmadeInArgentina #LeatherHeritage #TimelessDesign
• •Where Tradition is Worn. The Art of Argentine Leather, Since 1969.
• •Our 'Lui' wallet is an exercise in refined simplicity. Hand-skived and saddle-stitched by our artisans, its minimalist design allows the character of the vegetable-tanned leather to speak for itself. It s designed to slip comfortably into your pocket and age beautifully with you, developing a rich, personal patina that tells your story.
• •A Glimpse Into Our Workshop | The Making of the Zaino Backpack
• •Some things can't be rushed. Our leather goods are handmade in Argentina, honoring a family tradition of quality and passion. Discover pieces that are made to last a lifetime. Shop the new collection.