Brand Tone

Aspirational, Exclusive, and Confident.

Brand Values

• •Quality and Longevity
• •Empowerment through Style
• •Authentic Storytelling
• •Community

Best Practices

• •Embrace Minimalism: Less is more. Use short, assertive, and confident statements. Let the high-quality visuals do most of the talking and use copy to reinforce the core message of quality and confidence.
• •Use Exclusive Language: Employ terms like "The Drop," "Limited," "Join the Movement," and "NFHBOYs" to foster a sense of community and urgency. This reinforces the idea that customers are part of a select group.
• •Anchor to the Origin Story: Regularly weave in the brand's founding principles. Remind the audience that the brand was built to challenge conventions and promote quality over fast fashion. Phrases like "Born in Italy, designed for the modern man" connect back to the brand's roots.
• •Focus on "Why," Not Just "What": Instead of just listing product features (e.g., "925 Silver"), explain the benefit that reflects the brand's values (e.g., "Timeless 925 Silver, because your story deserves to be told with pieces that last a lifetime").
• •Maintain a Confident and Unapologetic Voice: The brand's name is a filter. The copy should never be apologetic or overly explanatory. It should be bold and assume the audience understands and shares the brand's perspective on style and masculinity.

Social Perception

Cool and Desirable, Authentic and Purpose-Driven, A Men's Focused Brand.

Copy Examples

• •Unapologetic. Our 925 Italian Silver is made for the man who defines his own style. #MadeToLast #NotForHer
• •Style That Endures. We don't follow trends. We create timeless pieces so you can tell your own story.
• •It's Here. The Drop You've Waited For.
• •One Ring. Infinite Style. This is #NotForHer.
• •The Foundation of a Strong Wardrobe. Engineered with high-retention Modal fabric that never loses its shape, because your basics should be anything but. Cut longer to stay in place, no matter the situation.