Brand Tone

Passionate, Performance-Oriented, Premium & Sophisticated, Heritage-Rich, Aspirational & Lifestyle-Focused

Brand Values

• •Performance
• •Quality & Craftsmanship
• •Heritage & Authenticity
• •Passion
• •Comfort & Versatility
• •Innovation

Best Practices

• •Emphasize Performance with Passion: Always link the technical benefits (e.g., Roll Control 2.0™, pedal feel) back to the emotional experience of driving and the passion for motorsports. Use evocative language that speaks to the thrill and precision of driving.
• •Highlight Premium Quality and Craftsmanship: Consistently mention the superior materials (Italian leather, suede) and European artisanal manufacturing to reinforce the luxury and durability aspect of the brand.
• •Weave in the Heritage Story: Subtly remind the audience of Piloti's 25-year racing history and its roots in professional motorsports to build authenticity and trust.
• •Maintain a Sophisticated yet Approachable Voice: The tone should be knowledgeable and refined, reflecting the quality of the product, but also inclusive and engaging for all driving enthusiasts, not just elite racers.
• •Focus on the Lifestyle Integration: Showcase the versatility of the shoes – how they provide performance for driving but are also stylish and comfortable for everyday life, connecting with the "Performance Driven Design" motto for all aspects of the customer's day.

Social Perception

Trusted by Drivers, High-Quality but Sometimes Pricey, Stylish and Unique, Good for Driving, Variable for Walking, Sizing Can Be Tricky, Associated with Motorsport Passion.

Copy Examples

• •Headline: Feel the Road, Master Every Mile. Piloti. Body: Engineered with our patented Roll Control 2.0™ heel technology and crafted from the finest Italian leather, Piloti driving shoes offer unparalleled pedal feel and all-day comfort. From the track to the street, drive your passion. Call to Action: Discover Your Perfect Pair.
• •Headline: Heritage Born on the Track. Reimagined for Your Journey. Body: For 25 years, Piloti has equipped champions. Now, that same dedication to performance, quality, and style is handcrafted into every shoe we make. Experience the legacy. Call to Action: Shop the Collection.
• •Headline: More Than a Shoe. It's a Piloti. Body: Where European craftsmanship meets automotive passion. Our driving shoes aren't just made; they're engineered for those who demand precision, comfort, and timeless style. Elevate your drive. Call to Action: Explore Our Craftsmanship.
• •Headline: Precision Underfoot. Style Ahead. Body: Piloti’s advanced driving technology provides the control you need and the comfort you deserve. Step into a shoe that’s as ready for adventure as you are. Call to Action: Gear Up.
• •Headline: The Driver's Choice, Perfected for Everyday. Body: Trusted by racers, loved by enthusiasts. Piloti blends track-proven technology with sophisticated design for a shoe that transitions seamlessly from spirited drives to city streets. Call to Action: Find Your Piloti.