Brand Tone

Artistic & Creative, Sophisticated & Premium, Bold & Unconventional, Passionate & Story-driven, Approachable Luxury, Conscious & Ethical

Brand Values

• •Originality & Artistry
• •Quality & Craftsmanship
• •Accessibility of Luxury
• •Sustainability & Ethical Production
• •Innovation & Risk-Taking
• •Simplicity (in an artistic context)
• •Community Support

Best Practices

• •Always Lead with Art & Design: Frame product descriptions, social media posts, and all communications through the lens of artistry, collaboration, and unique design. Highlight the artists and their stories.
• •Emphasize Quality & Ethical Craftsmanship: Consistently mention the premium materials (Egyptian cotton, linen, wool), Italian manufacturing, and sustainable/ethical production practices to reinforce the brand's commitment to these values.
• •Use Evocative and Sensory Language: Describe not just what the products look like, but how they feel, the mood they create, and the inspiration behind them. Appeal to a sophisticated yet passionate audience.
• •Maintain a Balance of Boldness and Sophistication: While the designs can be avant-garde, the language should remain refined and intelligent, avoiding slang or overly casual phrasing. The 'risk-taking' aspect should come through in the uniqueness of the designs, supported by confident copy.
• •Tell the Story: Go beyond product features. Share the narrative of artist collaborations, the journey of a design from concept to textile, and the brand's mission to make art accessible through everyday objects. This builds a deeper connection with the audience.

Social Perception

High-Quality & Artistic, Unique & Stylish, Investment-Worthy, Good for Gifting, Mixed Customer Service Experience, Appreciation for Sustainability

Copy Examples

• •Headline: Art Your Home. Body: Why just decorate when you can curate? ZigZagZurich brings the gallery to your living space, transforming everyday textiles into conversation pieces. Discover limited-edition designs by global artists, meticulously crafted in Italy from the finest sustainable materials. Dare to be different. Drape your world in originality.
• •Headline: Beyond the Thread: Textiles with a Soul. Body: Each ZigZagZurich piece tells a story – of an artist's vision, of sustainable craftsmanship, of a commitment to beauty that doesn't compromise. We believe luxury isn't just about how something feels, but the intention woven into its very fabric. Experience the difference of design born from passion.
• •Headline: Sleep on a Masterpiece. Wake Up Inspired. Body: Your bedroom is a sanctuary. Make it a canvas. Our artist-designed bedding, crafted from the softest Egyptian cottons and European linens, invites you to dream in colour and creativity. Ethically made in Italy, because true artistry respects its origins.
• •Headline: Unconventional by Design. Sustainable by Choice. Body: ZigZagZurich isn't for the faint of heart. We craft bold, artist-driven textiles for those who appreciate the unique and the beautifully made. From vibrant New Zealand wool blankets to statement shower curtains, each piece is a testament to quality, originality, and our love for the planet. Express yourself, responsibly.
• •Headline: The Art of Comfort. Crafted in Italy. Body: Indulge in the tactile pleasure of ZigZagZurich. We partner with visionary artists to create home textiles that are as delightful to touch as they are to behold. Woven from premium, sustainably sourced materials in historic Italian mills, our collections bring accessible luxury and vibrant design into your everyday.