Brand Tone

Artistic and Creative, Sophisticated and Elegant, Innovative, Confident and Bold, Passionate and Authentic, Conscious and Responsible

Brand Values

• •Made in Italy
• •Originality and Creativity
• •Quality and Craftsmanship
• •Innovation
• •Color
• •Transparency and Responsibility
• •Heritage and Passion

Best Practices

• •Embrace "Made in Italy" Storytelling: Consistently weave the narrative of Italian craftsmanship, heritage, and the Turin origin into your copy. Use phrases that evoke Italian artistry and quality.
• •Highlight Exclusivity and Innovation: Emphasize the unique materials (especially exclusive acetates), innovative design processes, and the limited-edition nature of some collections. This reinforces the premium and artistic value.
• •Visual-Verbal Harmony: Ensure your copy’s tone (sophisticated, artistic, confident) matches the visual style of your product photography and brand imagery. If visuals are colorful and bold, the copy should reflect that energy.
• •Speak to Individuality: Frame product benefits around self-expression, uniqueness, and confidence. Position Vanni eyewear as a tool for customers to showcase their personality.
• •Integrate Responsibility: Subtly and authentically incorporate the brand's commitment to sustainability and its status as a Benefit Corporation. This appeals to a growing segment of conscious consumers and adds depth to the brand's identity beyond aesthetics.

Social Perception

Premium and High-Quality, Artistic and Unique, Stylish and Fashion-Forward, Ethically Minded

Copy Examples

• •Headline: VANNI: Wearable Art. Crafted in Italy. Body: Discover eyewear that’s more than an accessory—it’s a statement. VANNI blends generations of Italian craftsmanship with audacious design and exclusive acetates, for a look that’s uniquely yours. See the world differently. Call to Action: Explore the Collection
• •Headline: The Soul of Italy, Framed. Body: Each VANNI frame is a journey into color, innovation, and meticulous Made in Italy quality. From our Turin design studio to your eyes, experience the passion of authentic Italian design. Express your vision. Call to Action: Find Your VANNI
• •Headline: Beyond Trends. Beyond Ordinary. That's VANNI. Body: We don’t follow fashion; we create it. With exclusive materials and an artist’s eye for detail, VANNI eyewear is for those who dare to be original. Define your style. Sustainably. Call to Action: Discover Our Responsible Design
• •Headline: Color Your Perspective. Body: Life’s too vibrant for dull eyewear. VANNI’s signature use of color and unique patterns transforms premium Italian acetate and lightweight metal into expressions of pure individuality. What will your VANNI say about you? Call to Action: Shop Bold Designs
• •Headline: Crafted with Passion. Designed for You. VANNI Eyewear. Body: For over 30 years, we’ve poured Italian artistry into every frame. As a Benefit Corporation, we believe in beauty that’s responsible. Choose VANNI for eyewear that reflects your style and your values. Call to Action: Learn Our Story