Brand Tone

Professional, modern, and quality-focused, reflecting the voice of an experienced, knowledgeable, trustworthy, and style-conscious optician. The language is direct and informative, emphasizing technical details, material quality, and functional benefits.

Brand Values

• •Quality and Durability
• •Design and Style
• •Expertise and Trust
• •Customer-Centric Service
• •Sustainability

Best Practices

• •Always lead with the core value of quality, using words like "premium," "high-quality," "durable," "crafted," and "expertly made" to anchor the brand's identity.
• •Consistently leverage the "Designed in Germany" aspect across all platforms, as it connotes precision, engineering, and reliability.
• •Maintain a professional yet modern tone, avoiding slang or overly casual language; the voice should be that of a friendly expert—approachable but authoritative, like a modern optician.
• •Balance style with function in every piece of copy, connecting aesthetics with practical benefits (e.g., a stylish design that ensures a comfortable fit or a stylish frame made from durable materials).
• •Ensure calls to action are clear and direct, and service-oriented, using phrases like "Discover the Collection," "Find Your Fit," "Shop with Confidence," and "Experience the Quality" to align with a trustworthy customer journey.

Social Perception

The brand is perceived as a trustworthy, high-quality private label, combining the reliability of an established optician with contemporary design. Its association with Brillen Schöttinger and sales through other online retailers indicate industry trust and a baseline of customer satisfaction.

Copy Examples

• •Style in focus. Quality in frame. The Liam Olive is more than just a pair of glasses; it's a statement of timeless design and uncompromising quality. Made from premium acetate for all-day comfort and lasting durability. Discover your perfect pair, designed in Germany. #MakaniEyewear #DesignedInGermany #EyewearStyle #QualityFirst
• •Experience Clarity and Style. Eyewear crafted with over 40 years of optical expertise. Discover the MAKANI collection and see the difference quality makes. Shop Sunglasses & Korrektion
• •Your new look is waiting: Discover the MAKANI 2025 Collection.
• •A touch of elegance for your daily vision. The Madison Gold frames are crafted from lightweight yet durable metal, offering a sophisticated silhouette that complements any look. Engineered for a perfect fit and built to last, they represent the MAKANI promise: premium quality, direct from the manufacturer.
• •Find Your Signature Frame. Whether you need sharp vision for work or stylish protection from the sun, MAKANI has the perfect fit. Designed in Germany and backed by decades of optical expertise. Enjoy free shipping and 30-day returns. Learn More