Brand Tone

Elegant & Sophisticated, Confident & Assured, Aspirational, Respectful & Cultured, Understated

Brand Values

• •Quality Craftsmanship
• •Luxurious Materials
• •Timeless Style
• •Italian Heritage
• •Accessibility of Luxury
• •Customer Comfort & Fit
• •Personal Expression

Best Practices

• •Develop a Brand Voice & Tone Guide: Clearly document the brand's personality, tone attributes (e.g., elegant, confident, cultured), 'words we use,' 'words we avoid,' and provide examples. This ensures anyone writing for the brand has a clear reference.
• •Prioritize Quality and Craftsmanship in Language: Just as the brand values quality in its products, the language used should be equally refined. Avoid slang, overly casual phrasing, or grammatical errors. Focus on evocative and precise descriptions.
• •Emphasize Heritage and Authenticity: Consistently weave in the brand's Italian roots and commitment to genuine craftsmanship. This reinforces a key differentiator and value proposition. Storytelling around the Venetian inspiration can add depth.
• •Speak to the 'Cultured and Curious' Consumer: Tailor language to an audience that appreciates art, quality, and a sophisticated lifestyle. Use vocabulary that resonates with this demographic, focusing on benefits like timeless style and personal expression rather than just product features.
• •Maintain Consistency Across All Channels: Ensure the tone is consistent whether on the website, social media, email marketing, or product packaging. While the specific message might adapt to the channel, the underlying brand personality and tone should remain unwavering to build strong brand recognition and trust.

Social Perception

Positive Association with Quality, Classic and Well-Made, Luxury Segment, Established but Perhaps Not Trend-Driven, Awareness Primarily Among Menswear Enthusiasts

Copy Examples

• •Headline: Santorelli: Where Italian Artistry Meets Modern Wardrobes. Body: Discover garments born from a legacy of Venetian craftsmanship. Each Santorelli piece is an ode to timeless style, meticulously tailored from the world's finest fabrics for those who seek enduring elegance in every detail. Live life, impeccably dressed. Call to Action: Explore the Collection.
• •Headline: The Essence of Italian Luxury, Tailored for You. Body: At Santorelli, we believe true style is personal. Our collections, designed in the heart of Italy, offer a sophisticated palette for your self-expression. Experience the unparalleled comfort and refined fit that only authentic Italian artisanship can provide. Call to Action: Define Your Style.
• •Headline: Beyond the Trend: Enduring Craftsmanship for the Cultured Individual. Body: Santorelli invites you to embrace a wardrobe built on quality and timeless design. Our commitment to luxurious European materials and meticulous Italian tailoring ensures each piece is not just worn, but experienced. For the discerning, for the cultured, for you. Call to Action: Invest in Timelessness.
• •Social Media Post (with an image of a well-dressed individual in a scenic Italian location): Text: Capturing the art of Italian living. Santorelli pieces are crafted to accompany you on life’s most stylish journeys, blending Venetian heritage with contemporary comfort. #Santorelli #MadeInItaly #LuxuryMenswear #TimelessElegance #ItalianStyle Call to Action: Discover your next journey at Santorelli.com.
• •Product Description Snippet (for a wool trouser): Crafted in Italy from exquisite Loro Piana wool, these trousers represent the pinnacle of Santorelli’s dedication to quality and sophisticated design. The tailored fit ensures all-day comfort and a polished silhouette, making them an indispensable asset for the modern professional’s wardrobe. Experience the quiet confidence of Italian luxury.