Brand Tone

Aspirational & Elegant, Passionate & Evocative, Exclusive & Artisanal, Free-spirited & Confident

Brand Values

• •Italian Craftsmanship & Quality
• •Exclusivity & Uniqueness
• •Freedom & Self-Expression
• •Passion & Connection
• •Versatility & Timeless Style

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Clearly define the brand's personality traits (e.g., elegant, passionate, free-spirited), vocabulary (words to use and avoid), sentence structure preferences, and overall communication style. Share this with everyone creating content.
• •Storytelling is Key: Continuously weave the brand's origin story, the inspiration behind collections (Sardinia, travel, freedom), and the artisanal "Made in Italy" aspect into all communications. This reinforces values and emotional connection.
• •Use Evocative and Sensory Language: Appeal to the senses by describing the feel of fabrics, the vision of luxurious destinations, and the emotion of freedom and confidence the clothing inspires ("light and fluttering clothes," "charming beauty of luxury beaches").
• •Maintain Visual Consistency: Ensure all imagery (website, social media, ads) aligns with the aspirational, elegant, and travel-focused brand tone. High-quality photography in inspiring settings is crucial.
• •Emphasize Exclusivity and Craftsmanship Authentically: When mentioning "limited runs" or "handmade," provide context or details that highlight the value without sounding repetitive or disingenuous. Focus on the artisan's skill and the uniqueness each piece offers.

Social Perception

Luxury Niche Brand, Travel & Lifestyle Focused, Artisanal & Authentic, For the Confident & Discerning Woman

Copy Examples

• •Scalzi & Pareati: Drape Yourself in the Italian Summer. Every Day. Imagine a wardrobe woven from sun-drenched Italian shores and the spirit of endless adventure. Our limited-edition resortwear isn's just clothing; it's an invitation to live freely, explore confidently, and carry the soul of Italian artistry wherever you wander. Discover your unique piece.
• •Barefoot on the sand, a whisper of silk against your skin as the sun sets. This is the freedom of Scalzi & Pareati. Each handcrafted dress is a promise – a promise of unforgettable moments and effortless Italian elegance. #ScalziAndPareati #ItalianResortwear #HandmadeInItaly #LuxuryTravel #EveryDressHasASoul
• •The 'Porto Cervo' Kaftan: Feel the essence of the Mediterranean with every silken thread. Hand-stitched by our master Italian artisans, this limited-edition kaftan flows with a life of its own, much like the captivating woman who wears it. Perfect for sun-drenched days and enchanting evenings. Embrace the journey.
• •Unlock Your Wanderlust: New Arrivals from Scalzi & Pareati. Dear [Customer Name], We believe every woman carries a unique spark. Our latest handcrafted resortwear collection is designed to ignite it. Discover timeless pieces, made in Italy with passion, destined for your most cherished adventures.
• •Scalzi & Pareati: Wear the Italian Dream.