Brand Tone

Elegant, Provocative, and Conscious

Brand Values

• •Sexual Freedom & Empowerment
• •Luxury & Superior Quality
• •Elegant Transgression
• •Ecological Responsibility
• •Artistic & Aesthetic Sensibility

Best Practices

• •Embrace the Duality: Always balance the 'provocative' with the 'elegant.' Use bold, direct statements but frame them with sophisticated and refined language. Avoid crude or cheap-sounding slang.
• •Lead with Values: Weave the core values—sexual freedom, luxury, sustainability, and Italian craftsmanship—into all communication. Every piece of copy should reinforce at least one of these pillars.
• •Use Sensory and Evocative Language: Focus on texture, form, and feeling rather than explicit functions. Words like 'crafted,' 'sculpted,' 'natural,' and 'sensual' align better with the brand than purely technical descriptions.
• •Maintain a Confident and Unapologetic Voice: The tone should never be timid or apologetic. The brand is self-assured in its mission. Use declarative sentences and a confident, direct address to the audience.
• •Keep it Minimal and Impactful: Just like the brand's visual aesthetic, the copy should be clean and powerful. Avoid long, convoluted sentences. Short, impactful statements often deliver the message more effectively.

Social Perception

NOT MORAL is perceived as a high-end, boutique brand for a discerning and progressive audience. Customers likely see it as a symbol of sophisticated sexual wellness. The target demographic is not just looking for a functional sex toy, but for a luxury object that aligns with their values of elegance, freedom, and sustainability. The brand's provocative name and mission may be polarizing, but this is intentional—it attracts a loyal following that identifies with its rebellious yet chic identity, while filtering out those who may not align with its values. It is seen as a statement piece, an indulgence, and an ethical choice all in one.

Copy Examples

• •Perfection is not moral. It is sensual. Discover the intersection of Italian craftsmanship and uninhibited pleasure. #VolgaritàConEleganza
• •Break taboos, not the planet. Our toys are crafted from 100% natural materials, because true luxury is conscious.
• •Your Liberation, Delivered.
• •Designed in Italy for the elegantly audacious. This isn't just a toy; it's a statement. A declaration of freedom, crafted with a reverence for nature and a disregard for norms.
• •Some call it vulgar. We call it elegance. Challenge your norms with our collection of sustainable, luxury sex toys. Shipped directly from Italy.