Brand Tone

Authentic, Artistic & Creative, Evocative & Aspirational, Chic & Stylish, Local & Traditional

Brand Values

• •Heritage & Tradition
• •Authenticity & Origin
• •Artistic Expression & Creativity
• •Quality & Craftsmanship
• •Connection to Place (Amalfi Coast)

Best Practices

• •Emphasize Heritage and Storytelling: Consistently weave the story of JP, the Amalfi fishing family roots, and the inspiration behind the iconic fish design into product descriptions, social media posts, and "About Us" sections. This reinforces authenticity and tradition.
• •Use Evocative, Sensory Language: Employ words and phrases that conjure the sights, sounds, and feelings of the Amalfi Coast (e.g., "sun-drenched," "sea breeze," "vibrant hues," "timeless charm"). This maintains the aspirational and evocative tone.
• •Highlight Artistic Uniqueness: Stress the "illustrator" aspect, the "exclusive patterns," and the "unique pieces of art." Refer to items as "creations" or "designs" rather than just "products" to maintain the artistic and creative tone.
• •Maintain a Consistent Visual Identity: Ensure that all photography and visuals (on the website, social media) reflect the chic, stylish, and authentic Amalfi Coast aesthetic. Use backdrops and styling that align with the brand's desired perception.
• •Engage with an Authentic Voice: When interacting on social media or in customer communications, use a voice that is warm, genuine, and reflects the passion for Amalfi and the brand's artistic nature, rather than overly corporate or generic language. This reinforces the connection to a real place and artist.

Social Perception

As a Purveyor of Amalfi Coast Souvenirs/Style, Artistic and Unique, Stylish & Fashion-Conscious (for its niche), Locally Rooted, Mixed Online Engagement

Copy Examples

• •JP Amalfi: Wear the Art of the Coast. Dive into authentic Amalfi style with designs born from the heart of the Italian coast. Each piece by illustrator JP captures the spirit of the sea, inspired by generations of Amalfi fishermen. Bring home more than a souvenir; wear a story.
• •The Original Amalfi Fish: More Than a Design, It's a Legacy. From the creative mind of an Amalfi native, our iconic fish swims onto exclusive apparel, ceramics, and art. Carry the soul of the coast with you. Shop the collection and feel the Mediterranean breeze.
• •Curated in Amalfi, Crafted for You. JP Amalfi blends local artistry with Italian craftsmanship. From our signature fish motifs to handcrafted leather bags, discover unique pieces that tell the timeless tale of the Amalfi Coast. Experience la dolce vita, wherever you are.
• •Let Amalfi Inspire Your Style. Our collections are a love letter to the vibrant colors, rich history, and breathtaking beauty of the Amalfi Coast. Wrap yourself in the warmth of Italian design and the unique vision of artist JP. Live the Amalfi dream.
• •Beyond the Shore: Art, Apparel, Amalfi. Explore JP Amalfi's world of exclusive designs – from statement tees and elegant cashmere to unique ceramics that echo the traditions of the coast. Each creation is a piece of Amalfi, designed to bring its magic into your life.