Brand Tone

Understated Elegant, Artisanal & Crafted, Minimalist & Austere, Confident & Quiet, Authentic

Brand Values

• •Craftsmanship
• •Quality Materials
• •Timeless Design
• •Comfort
• •Simplicity & Understatement
• •Authenticity

Best Practices

• •Prioritize Simplicity: Keep language clear, concise, and direct. Avoid jargon, overly technical terms, or excessive embellishment. Let the product's inherent quality shine through.
• •Emphasize Craftsmanship and Materiality: Consistently weave in terms like 'handmade,' 'artisanal,' 'kid leather,' 'natural,' and 'traditional techniques.' Highlight the origin (Buenos Aires) when appropriate.
• •Maintain an Elegant and Sophisticated Voice: Use a refined vocabulary. The tone should be mature and cultured, appealing to a discerning audience without being pretentious.
• •Focus on 'Quiet Confidence': Avoid hype or overly promotional language. The copy should reflect the brand's understated nature, conveying quality and desirability through calm assurance rather than loud claims.
• •Show, Don't Just Tell, About Comfort and Fit: Use descriptive language that evokes the feeling of wearing the shoes – 'fits like a glove,' 'supple,' 'molds to your foot' – to convey the comfort and unique fit that Martiniano is known for.

Social Perception

Luxury & High-Quality, Cult Favorite, Comfortable & Wearable Art, Investment Piece, For the Discerning Consumer

Copy Examples

• •Headline: Martiniano: The Art of Simplicity, Handmade. Body: Each pair of Martiniano shoes is a testament to traditional craftsmanship. Lovingly handmade in Buenos Aires from the softest kid leather, they offer timeless design and unparalleled comfort. Discover footwear that feels like it was made just for you.
• •Instagram Caption (Image: Close-up of shoe texture): The subtle beauty of aniline-dyed kid leather. Our commitment to natural materials means each pair of Martiniano shoes carries its own unique character. Embrace the perfection of imperfection. #MartinianoShoes #HandmadeLuxury #UnderstatedElegance
• •Product Description (Glove Shoe): An icon of minimalist design, the Martiniano Glove shoe redefines everyday elegance. Crafted by hand from supple Italian kid leather, its signature high vamp and seamless construction offer a fit so comfortable and precise, it’s like a second skin. Experience the essence of artisanal shoemaking.
• •Brand Story Snippet: Born from a desire for pure form and enduring quality, Martiniano Lopez Crozet began crafting shoes in 2012. Inspired by the grace of dancers and the principles of austerity, each Martiniano design is a quiet statement of sophistication, made to be cherished for years to come.
• •Email Subject Line: Step into Lasting Comfort: Explore Martiniano Body: Discover the Martiniano difference – where traditional Argentinean craftsmanship meets timeless, minimalist design. Our shoes are not just made; they are carefully constructed by hand to offer a unique blend of understated style and exceptional comfort that endures.