Brand Tone

Elegant & Sophisticated, Heritage-focused & Traditional, Quality-conscious & Assured, Warm & Inviting, Classic & Timeless

Brand Values

• •Craftsmanship & Quality
• •Heritage & Tradition
• •Timeless Elegance
• •Luxury & Exclusivity
• •Customer Satisfaction
• •Innovation (within tradition)

Best Practices

• •Emphasize Heritage and Craftsmanship: Consistently weave in the brand's founding year (1895), Italian origins, and the artisanal nature of the products. Use words like "heritage," "artisan," "handcrafted" (where applicable), and "generations."
• •Highlight Material Quality: Use descriptive and evocative language when referring to materials like "finest Italian Nappa leather," "sumptuous cashmere," "premium merino wool." Focus on sensory details: "butter-soft," "exceptionally warm," "lightweight yet cozy."
• •Maintain an Elegant and Sophisticated Vocabulary: Choose words that convey luxury and refinement. Avoid slang, overly casual phrases, or excessive jargon. Strive for clarity and conciseness while maintaining an elevated style.
• •Focus on Timelessness over Trends: Position products as enduring investments rather than fast fashion. Use phrases like "classic design," "timeless appeal," "enduring style," "beyond seasons."
• •Develop a Brand Lexicon: Create a list of on-brand words and phrases (e.g., "Italian artistry," "legacy of quality," "refined comfort") and a list of words/phrases to avoid. This ensures consistency across all writers and platforms. Refer to existing brand materials on the website and high-end retail partners for inspiration.

Social Perception

PORTOLANO is generally perceived by customers who know the brand as a provider of good quality, stylish, and comfortable luxury accessories, particularly for cold weather. Many appreciate the feel of the materials. It's seen as a brand with a strong heritage.

Copy Examples

• •Since 1895, PORTOLANO has woven Italian artistry into every stitch. Discover timeless accessories, crafted from the world's finest leathers and cashmere, designed to accompany you through life's moments with enduring elegance.
• •Experience the legacy of Neapolitan glove making. Our Nappa leather gloves, lined with sumptuous cashmere, offer unparalleled softness and a perfect fit that molds to your hand – a testament to over a century of craftsmanship.
• •Wrap yourself in the gentle embrace of pure PORTOLANO cashmere. Ethically sourced and expertly woven, our scarves are more than an accessory; they are a whisper of timeless Italian luxury for your everyday.
• •From our origins in Naples in 1895 to your wardrobe today, PORTOLANO carries forward a tradition of excellence. Four generations have dedicated themselves to perfecting the art of accessory making, ensuring every piece reflects our commitment to quality, heritage, and sophisticated style.
• •PORTOLANO: Unveiling New Heirlooms – Timeless Design, Modern Craft.