Brand Tone

Elegant, Artistic, Passionate, Confident

Brand Values

• •Craftsmanship & Quality
• •Elegance & Style
• •Originality & Uniqueness
• •Functionality & Practicality
• •Italian Heritage
• •Ethical Considerations

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key tonal attributes (e.g., "elegant," "artistic," "confident," "passionate"), preferred vocabulary, and phrases to avoid. This ensures anyone writing for the brand stays consistent.
• •Emphasize Storytelling: Weave the narrative of Donatella Lucchi, Italian heritage, and the craftsmanship process into all communications. This adds depth and reinforces brand values.
• •Use Evocative and Sensory Language: Describe the feel of the materials, the inspiration behind designs, and the lifestyle the brand embodies. Use words that appeal to a sophisticated and artistic sensibility.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy aligns with the brand's visual identity (e.g., photography style, website design). An elegant photo should be paired with equally elegant text.
• •Know Your Audience: Tailor the language to resonate with a customer base that appreciates luxury, design, and exclusivity. Avoid overly casual or generic phrasing. Address them with a tone that reflects their desire for unique and high-quality items.

Social Perception

Niche & Exclusive, Artisan-Focused, Trusted for Quality, Fashion-Forward yet Timeless

Copy Examples

• •DL1221 Private Room: Where Italian artistry meets timeless elegance. Discover the essence of Milanese chic, handcrafted for the discerning woman.
• •The 'Serena' Bag: More than an accessory, it's a statement. Sculpted from the finest Tuscan leather by Donatella Lucchi's vision, its clean lines and signature hardware whisper quiet confidence. Carry a piece of Italian soul.
• •Sunlight on cobblestones, the aroma of espresso, the touch of supple leather. Our latest collection captures the intimate moments of Italian luxury. Explore the artistry of DL1221. #DL1221PrivateRoom #DonatellaLucchi #MadeInItaly #LuxuryBags #ItalianStyle
• •At DL1221 Private Room, we believe true style is born from passion and precision. Donatella Lucchi's designs are a tribute to the art of Italian craftsmanship, each piece a testament to uncompromising quality and a celebration of unique femininity.
• •Unveiled: The New DL1221 Collection – Artistry You Can Carry.