Brand Tone

Elegant & Sophisticated, Evocative & Sensory, Authentic & Artisanal, Serene & Natural, Aspirational

Brand Values

• •Authenticity: Deeply rooted in the genuine story of its origin on the Island of Elba and its family-run nature. The brand emphasizes being "authentic, essential, perfect for people who love simplicity, transparency, and beauty."
• •Craftsmanship & Quality: Committed to artisanal production methods and the use of high-quality raw materials, often sourced locally or inspired by the Tuscan Archipelago.
• •Connection to Nature & the Sea: The core inspiration for all products is the Island of Elba, its marine environment, and its Mediterranean flora. This is encapsulated in their tagline "the essence of the sea."
• •Italian Heritage & "Made in Tuscany": Proudly promoting its Tuscan roots and the tradition of Italian perfumery.
• •Uniqueness & Simplicity: Striving to offer unique fragrances that capture a specific sense of place, with a focus on essential, uncluttered beauty.
• •Sustainability & Community: Growing commitment to valuing and respecting the local people and environment of Elba, including initiatives through the Acqua dell'Elba Foundation.

Best Practices

• •Embrace Sensory Language: Consistently use evocative words that appeal to sight, smell, and feeling to transport the audience to the Mediterranean and describe the olfactory experience.
• •Tell the Story: Weave the brand's origin story, its connection to Elba, and the artisan process into product descriptions, social media, and all communications. Authenticity is key.
• •Maintain Visual & Verbal Elegance: Ensure that the language is always refined, sophisticated, and aligned with the high-quality, artistic visuals used by the brand. Avoid slang or overly casual phrasing.
• •Highlight Authenticity & Craftsmanship: Regularly emphasize the "Made in Tuscany," handcrafted nature, quality of ingredients, and the unique, non-mass-produced aspect of the fragrances.
• •Channel the "Essence of the Sea": Let the core inspiration – the sea, the island, the natural freshness – permeate all copy, reinforcing the brand's unique selling proposition and its deep connection to its roots.

Social Perception

Positive Association with Travel & Italy, Perceived as High Quality & Niche, Evokes the Mediterranean/Coastal Lifestyle, Appreciation for Authenticity & Story, Home Fragrances Well-Received, Customer Service & Returns, Loyalty Building

Copy Examples

• •Acqua dell'Elba: Capture the Soul of the Tuscan Sea. Artisan fragrances, authentically crafted on the Island of Elba. Experience the essence.
• •Breathe in Mare, the authentic essence of an island morning. Crisp marine accords mingle with wild herbs, a whisper of citrus, and the sun-warmed woods of Elba. More than a fragrance, it's a memory awakened.
• •(Image: Sunlight dappling on turquoise water with a product bottle subtly placed) Moments of pure serenity, bottled. Our Classica fragrance, a timeless ode to the gentle breezes and blooming flora of Elba. Discover your island escape. #AcquadellElbaUS #EssenceOfTheSea #ItalianFragrance #ArtisanPerfume #TuscanArchipelago
• •Born from a love for the sea and the ancient traditions of Tuscan perfumery, Acqua dell'Elba is an invitation to experience the authentic beauty of an island. Each bottle, handcrafted in Marciana Marina, holds a unique story.
• •New from Elba: Unveil Our Latest Artisan Scents – The Essence of Discovery Awaits