Brand Tone

Artisanal & Passionate, Authentic & Traditional, Quality-focused & Sophisticated, Approachable & Customer-Oriented

Brand Values

• •Craftsmanship
• •Made in Italy
• •Quality Materials
• •Heritage & Tradition
• •Uniqueness & Personalization
• •Elegance & Timeless Style

Best Practices

• •Emphasize Heritage & Craftsmanship: Always weave in the "Made in Italy," "handmade," "artisan," and "since 1995" elements naturally within the copy.
• •Use Evocative Language: Employ words that convey quality, artistry, passion, and exclusivity (e.g., "meticulous," "masterpiece," "legacy," "finest," "soulful," "timeless").
• •Maintain a Sophisticated yet Warm Voice: While the product is premium, the connection to artisans and a family-like business allows for a touch of warmth and authenticity, especially on social platforms.
• •Tell Stories, Don't Just List Features: Instead of just saying "leather sole," describe the benefit or the care taken in its creation, connecting it back to the artisan process. Highlight what makes a piece "unique" or "hand-painted."
• •Ensure Visual-Verbal Consistency: The imagery used (polished, showing detail and craftsmanship) should be complemented by copy that reinforces these same values and aesthetic. The tone on TikTok, while more dynamic, still clearly links back to the core values of artisanship.

Social Perception

Positive Association with Quality, Appreciation for Craftsmanship, Seen as a Premium Brand, Limited Broader Public Awareness, Engaged Community on TikTok

Copy Examples

• •VIAMERCANTI: Where Italian Tradition is Handcrafted into Every Step. Since 1995, our Salerno artisans have poured passion and precision into footwear that’s more than just worn—it’s experienced. Discover the art of true Italian shoemaking.
• •Not just a shoe, but a canvas. ✨ Each VIAMERCANTI hand-painted creation is a unique masterpiece, born from decades of Italian artistry. Own a piece of wearable art. #Viamercanti #HandmadeShoes #MadeInItaly #ArtisanCrafted #UniqueFootwear
• •Feel the legacy of Italian craftsmanship. This [Shoe Name] is meticulously handcrafted from the finest Tuscan leather, offering unparalleled comfort and a timeless elegance that speaks volumes. Every stitch tells a story of dedication.
• •Step into Uniqueness: The New VIAMERCANTI Artisan Collection Has Arrived. Experience the soul of Italy. Our latest collection features hand-finished details and the premium quality you expect from VIAMERCANTI. Explore shoes designed to be cherished.
• •At VIAMERCANTI, shoemaking is a language of passion, spoken fluently by our artisans since 1995. Inspired by the beauty of the Amalfi Coast, we blend traditional techniques with a sophisticated vision to create footwear that embodies Italian excellence and individual style.