Brand Tone

Elegant & Refined, Confident & Assertive (but understated), Contemporary & Traditional, Accessible Luxury, Customer-Oriented

Brand Values

• •Quality Craftsmanship
• •Italian Heritage
• •Elegance & Style
• •Evolution & Innovation
• •Customer Focus
• •Value for Money

Best Practices

• •Embrace "Elegant Understatement": Always lean towards sophisticated and refined language. Avoid overly casual slang or hype. The tone should be confident but not boastful, reflecting the "Sottotono" (understated) name.
• •Highlight Italian Craftsmanship & Quality: Consistently weave in references to Italian heritage, sartorial traditions, and the quality of materials and construction. Use evocative language that speaks to these elements.
• •Speak to the Modern Gentleman: Address the target audience directly – a man who is discerning, stylish, and appreciates both classic and contemporary aesthetics. The copy should resonate with his aspirations for elegance in various life contexts.
• •Ensure Visual and Textual Harmony: The sophisticated and stylish tone of the copy must be mirrored in the brand's visual identity (photography, website design, store layout). This creates a cohesive brand experience.
• •Develop a Brand Lexicon: Create a list of preferred (and to-be-avoided) words and phrases. For Sottotono, this would include terms like "sartorial," "elegance," "refined," "contemporary," "Italian craftsmanship," "versatile," "understated," while avoiding overly trendy, loud, or low-quality associated terms. Regularly train any content creators on this lexicon.

Social Perception

Established Brand, Stylish and Modern Man, Versatile for Occasions, Potential Name Confusion

Copy Examples

• •Sottotono: Italian Elegance, Redefined Daily. Experience Sartorial Quality.
• •Discover the new collection: where timeless Neapolitan craftsmanship meets contemporary vision. For the man who commands style, quietly. #SottotonoUomo #EleganzaItaliana #MensFashion
• •The 'Milano' Suit: Impeccably tailored for a modern silhouette. Crafted from premium Italian wool, this Sottotono piece offers versatile elegance, ensuring you're perfectly attired from boardroom to evening occasions. A statement of refined taste.
• •An Exclusive Offer: Elevate Your Style with Sottotono's Signature Pieces.
• •Since 1996, Sottotono has been dedicated to the art of Italian menswear. We believe in a perfect balance: sartorial tradition, modern sensibility, and enduring quality. Dress with understated confidence. #SottotonoStile