Brand Tone

Aspirational and Romantic: Elegant, Vibrant, Feminine, and Authentic, aiming to transport the customer to a sunlit Amalfi Coast.

Brand Values

• •Celebration of Place
• •Craftsmanship & Tradition
• •Effortless Elegance
• •Joyful Living (La Dolce Vita)
• •Quality

Best Practices

• •Lead with Emotion, Support with Detail: Start with evocative, sensory language that captures the feeling of Positano (e.g., "sun-drenched," "sea breeze," "effortless charm"). Follow up with tangible details about the product (e.g., "100% Italian linen," "delicate Sangallo lace," "vibrant majolica print").
• •Weave in the "Made in Italy" Story: Regularly reference the brand's heritage. Use phrases like "Inspired by Positano artisans," "A tribute to coastal craftsmanship," or "The spirit of the Amalfi Coast in every stitch" to reinforce authenticity and value.
• •Use a Romantic & Elevated Vocabulary: Employ words that evoke elegance and escapism. Choose words like "capture," "discover," "embrace," "timeless," "artisan," "silhouette," and "essence" over more common or generic terms.
• •Maintain a Consistent Tone Across All Channels: Whether writing a TikTok caption, a product description, or a customer service email, the voice should remain warm, elegant, and aspirational. Avoid overly casual slang or corporate jargon that would break the illusion.
• •Focus on the Lifestyle, Not Just the Product: The copy should always sell the destination and the experience. Frame the clothing as the wardrobe for that lifestyle. Instead of saying "Buy this dress," say "This is the dress you'll wear while sipping limoncello and watching the sunset in Positano."

Social Perception

Legitimate and desirable purveyor of the iconic Positano style, perceived as authentic, a quality provider, an aspirational brand, and offering accessible luxury.

Copy Examples

• •Capture the soul of the coast. Our Penelope Shirt Dress isn't just a garment, it's a feeling Tthe warmth of the sun, the scent of citrus in the air, and the timeless elegance of Positano. Live your Italian dream. #ModaMarePositano #PositanoStyle #LaDolceVita #LinenDress
• •Woven with the Sun & Sea. Discover the authentic charm of Positano Twhere timeless craftsmanship meets effortless elegance. Shop the new collection.
• •An invitation to Positano is waiting for you... (Email body preview): Dear [Customer Name], escape the everyday. Our new arrivals are here, crafted from the finest linens and cottons to bring the magic of the Amalfi Coast to your wardrobe.
• •From seaside strolls to sunset dinners, our collection is designed for every moment of your perfect getaway. Inspired by the vibrant colors and artisanal heritage of Positano, each piece tells a story. Find yours. 🇮🇹✨
• •Embrace the zest of the Amalfi Coast with our Sorrento Caftan. Crafted from lightweight, breathable cotton, this piece features a vibrant, hand-drawn lemon print inspired by the iconic groves of Southern Italy. The relaxed silhouette and delicate lace trim offer a touch of casual luxury, making it the perfect cover-up over your favorite bikini or a statement piece for a seaside lunch. Made with care, worn with joy.