Brand Tone

Elegant & Sophisticated, Timeless & Classic, Authentic & Heritage-Rich, Confident & Understated, Approachable Luxury

Brand Values

• •Craftsmanship (Savoir-faire)
• •Quality
• •Heritage
• •Timelessness
• •French Elegance
• •Responsibility & Durability
• •Innovation within Tradition

Best Practices

• •Emphasize Heritage and Craftsmanship: Always weave in the brand's long history (since 1898) and its dedication to French leatherworking expertise. Use terms like "savoir-faire," "artisanal," "master leatherworkers."
• •Use Elegant and Refined Language: Opt for sophisticated vocabulary that evokes quality and timelessness. Avoid overly casual slang or hype. The tone should be confident but not arrogant.
• •Highlight Quality Materials: Consistently mention the use of premium materials, especially "full-grain leather," and the attention to detail in every piece.
• •Focus on Timelessness and Durability: Position products not as fast-fashion items but as enduring investments that offer lasting style and functionality.
• •Maintain an Authentic French Essence: Subtly incorporate the "French touch" – whether it's through phrasing that evokes Parisian chic or by emphasizing the brand's origins and commitment to French elegance. While the website is in English for the US market, the soul of the brand is distinctly French.

Social Perception

Positive for Quality and Value, Respected for Heritage, Understated Luxury, Durable Products, Growing International Recognition, Brand Transparency Awareness

Copy Examples

• •Headline: Timeless Elegance. Crafted for Life. Body: Since 1898, Le Tanneur has embodied French artistry in leather. Discover pieces that transcend seasons, designed with passion and destined to be cherished. Experience the legacy. (Product Focus: Iconic handbag)
• •Headline: The Signature of French Savoir-Faire. Body: Each Le Tanneur creation is a testament to 125 years of mastery. Full-grain leathers, meticulous craftsmanship, and an enduring style that speaks volumes. Elevate your everyday. (Product Focus: Men's business bag or women's tote)
• •Headline: Beyond the Trend. Beyond Compare. Body: In a world of fleeting fashions, choose lasting quality. Le Tanneur offers a whisper of French luxury, a commitment to detail, and the promise of a piece that grows more beautiful with you. (Product Focus: Small leather goods like wallets or cardholders)
• •Headline: Your Story, Carried in Style. Body: From bustling city days to cherished moments, Le Tanneur accompanies you with elegance and practicality. Our bags aren't just made; they're born from a heritage of excellence. Find your companion. (Product Focus: Versatile crossbody or shoulder bag)
• •Headline: Invest in Heritage. Wear the Art of French Leather. Body: Le Tanneur: where tradition meets modern sophistication. Experience the touch of premium leather, the precision of expert hands, and the quiet confidence of timeless design. (General Brand Awareness)