Brand Tone

Professional, sophisticated, and aspirational, with a customer-centric and helpful approach, and a playful tone on social media.

Brand Values

• •Heritage and Tradition
• •Quality and Craftsmanship
• •Customer Centricity
• •Innovation
• •Sustainability

Best Practices

• •Maintain a Refined Vocabulary: Use words that evoke quality, elegance, and sophistication. Avoid overly casual slang or jargon to maintain a premium feel.
• •Highlight Heritage and Expertise: Regularly incorporate the brand's long history and deep knowledge of leather goods to build trust and authority.
• •Balance Aspiration with Accessibility: While the tone is aspirational, ensure the copy remains welcoming and inclusive. Highlight sales and value propositions to appeal to a broader audience.
• •Focus on Solutions and Lifestyles: Frame product descriptions around the needs and aspirations of the target audience. Instead of just listing features, explain how a product enhances their travel, work, or daily life.
• •Adapt the Tone for the Platform: While the core brand voice should remain consistent, slightly adjust the tone for different channels. For example, be more conversational and visual on Instagram, while maintaining a more formal and informative tone on the website's "About Us" page.

Social Perception

Scalia Group is perceived as a reliable and high-quality retailer of premium bags and travel gear. Customers appreciate the wide selection, user-friendly online experience, and attentive customer service. The brand is seen as a go-to for stylish and functional accessories for various occasions, backed by a long-standing history and trustworthiness.

Copy Examples

• •Adventure awaits. Journey in style with our new collection of lightweight and durable travel companions. Crafted for the modern explorer, designed to last a lifetime.
• •Elevate your workday. Our latest professional backpacks seamlessly blend sophisticated design with smart functionality. Carry your ambitions with confidence.
• •Timeless elegance, now within reach. Discover iconic styles and indulge in luxury for less with up to 50% off our curated collection of designer handbags.
• •Style that makes a difference. Introducing our new line of accessories crafted from recycled ocean plastic. Look good, feel good, do good.
• •From our family to yours, since 1886. For five generations, we've been dedicated to the art of leather craftsmanship. Discover the heritage behind every stitch.