Brand Tone

Innovative & Artistic, Sophisticated & High-Quality, Authentic & Cultured, Exclusive & Niche

Brand Values

• •Craftsmanship & Quality
• •Innovation & Design Excellence
• •Authenticity & Heritage
• •Artistic Expression
• •Sustainability (Implied)

Best Practices

• •Develop a Core Messaging Document: Clearly define what "Augmented Knitwear" means and the key stories behind "Made in Italy" and "Handwoven in Ecuador." This document should list core values, keywords, and the desired emotional response from the audience. Ensure all writers have access to and understand this.
• •Emphasize Craftsmanship & Innovation Intertwined: Consistently balance the language of traditional, high-quality craftsmanship with the excitement and uniqueness of innovation. Avoid letting one overshadow the other. For example, instead of just "new," use terms like "innovative weave," "reimagined texture," or "heritage motif with a modern twist."
• •Use Evocative and Sensory Language: Appeal to the touch, sight, and even the feeling of wearing something unique and well-made. Words like "tactile," "sculpted," "luminous," "hand-finished" can convey luxury and artistry.
• •Maintain an Educated and Refined Voice: Avoid overly casual slang or generic marketing phrases. The language should reflect the sophistication of the product and the likely discernment of the target customer. This aligns with the "Made in Italy" prestige.
• •Tell the Story of Origin and Process: Briefly weaving in details about the Italian atelier or the Ecuadorian weaving tradition can add depth and authenticity, reinforcing the brand's values of heritage and quality craftsmanship in a compelling way. This connects to the "Superba Lab" and the specific origins of their materials/craft.

Social Perception

Customers are likely to be individuals who appreciate unique, high-quality fashion items and are drawn to artisanal craftsmanship and innovative design. They may be less price-sensitive and more focused on exclusivity and artistic value. The "Made in Italy" aspect generally garners a perception of quality, style, and luxury. The "Augmented Knitwear" term might pique curiosity, attracting those interested in fashion-forward and experimental pieces. It could also be perceived as somewhat enigmatic, requiring clearer communication of what "augmented" entails. The association with "Roma" (Pinterest) reinforces the Italian connection and sophisticated European aesthetic.

Copy Examples

• •Headline (Website/Ad): Superba: Where Italian Craftsmanship Meets Augmented Design. Discover Knitwear Reimagined.
• •Instagram Post Caption: Each stitch a dialogue between tradition and tomorrow. Our Augmented Knitwear™ is born in Italy, designed for the artful soul. #SuperbaLab #MadeInItaly #AugmentedKnitwear #ArtisanFashion
• •Product Description Snippet (Knitwear): Experience the tactile poetry of our latest creation. Meticulously crafted in our Roman atelier, this piece features [mention a unique 'augmented' detail or innovative technique], offering a silhouette that is both timeless and strikingly contemporary.
• •About Us (Website): At Superba, we don't just make knitwear; we augment it. From our design lab in Italy, we explore the intersection of heritage techniques and future-forward concepts, creating pieces that speak of quality, innovation, and the art of dressing.
• •Email Subject Line (for new collection): Unveiling Superba's Vision: The New Augmented Knitwear Collection Is Here.