Brand Tone

Aspirational, Stylish, Premium, Sophisticated, Enthusiastic, Passionate, Friendly, and Engaging

Brand Values

• •Design & Style
• •Quality & Craftsmanship
• •Innovation
• •Heritage & Passion
• •Community & Responsibility

Best Practices

• •Embrace Evocative Language: Use words that highlight beauty, craftsmanship, passion, and the joy of the user experience (e.g., "iconic," "timeless," "vibrant," "handcrafted," "elegance," "passion").
• •Spotlight "Made in Italy" and Design Heritage: Consistently reference the Italian origins, the brand's history, and the collaboration with designers, as these are core to SMEG's identity and premium positioning.
• •Balance Aspiration with Key Information: While the tone should be inspiring and focus on style, always provide essential product details (features, benefits) clearly and concisely to support the premium value proposition.
• •Maintain Visual and Verbal Harmony: Ensure the copy complements the polished, design-forward imagery. If the visual is retro and colourful, the language should echo that vibrancy and charm.
• •Speak to the Lifestyle, Not Just the Product: Frame copy around how SMEG appliances enhance the user's life, home, and culinary experiences, making them part of a desirable lifestyle rather than just functional tools.

Social Perception

Iconic Style, Premium/Luxury Item, Status Symbol, Debate on Value vs. Durability, Influencer Approved

Copy Examples

• •Headline: Beyond the Appliance: It's a Statement. Body: SMEG doesn't just equip your kitchen; it defines it. Discover iconic Italian design and uncompromising quality that transforms everyday moments into extraordinary experiences. Your culinary masterpiece awaits. #SMEGStyle #MadeInItaly
• •Headline: The Art of the Kitchen. Perfected by SMEG. Body: Infuse your home with the heart of Italian craftsmanship. From the vibrant hues of our '50s Style collection to the sleek lines of our modern marvels, SMEG appliances blend cutting-edge technology with timeless elegance. Elevate your everyday.
• •Headline: Colour Your Culinary World. Body: Why choose between performance and personality? With SMEG, you don’t have to. Explore a spectrum of stunning colours and discover appliances that are as joyful to use as they are to behold. What story will your kitchen tell?
• •Headline: Legacy of Design, Future of Performance. Body: Since 1948, SMEG has passionately crafted appliances that marry iconic aesthetics with innovative technology. Experience the enduring allure of "Made in Italy" and bring home a piece of design history built for tomorrow.
• •Headline: More Than a Mixer. It's the Heart of Your Creative Kitchen. Body: Unleash your inner chef with the SMEG stand mixer. Designed for power, precision, and undeniable style, it’s the perfect partner for your culinary adventures. Create, inspire, and share the love of food, beautifully.