Brand Tone

Elegant & Sophisticated, Understated Luxury, Confident & Authoritative, Sensorial & Comfort-Oriented, Respectful & Traditional

Brand Values

• •Uncompromising Quality
• •Craftsmanship & Tradition
• •Authenticity & Swissness
• •Sustainability & Responsibility
• •Timelessness & Durability
• •Comfort & Well-being
• •Exclusivity & Discretion

Best Practices

• •Prioritize Sensorial Language: Use words that evoke touch, feel, and exquisite comfort (e.g., "silken," "gentle caress," "light-as-air," "enveloping warmth"). Focus on the experience of wearing Zimmerli.
• •Emphasize Heritage and Craftsmanship Subtly: Weave in mentions of the 1871 founding, Swiss artisanship, and handmade quality, but do so elegantly, without excessive boasting. Let the facts speak to the quality.
• •Maintain an Elegant and Refined Vocabulary: Avoid slang, overly casual language, or aggressive sales tactics. The language should mirror the premium nature of the products.
• •Focus on "Understated" and "Private" Luxury: Frame the products as a personal indulgence and a source of quiet confidence, rather than a means of overt display.
• •Consistently Highlight Core Values: Regularly integrate keywords and phrases related to natural fibres, Swiss quality, timeless design, and increasingly, sustainability, ensuring these pillars of the brand are always present.

Social Perception

High-End Luxury, Exceptional Comfort & Quality, Worth the Premium Price, Traditional & Classic, Trustworthy & Reputable, Aspirational, Slight Concern Among Purists

Copy Examples

• •Headline: The Art of Unseen Luxury. Body: Since 1871, Zimmerli of Switzerland has crafted more than just underwear; we have perfected a private ritual of comfort. Each piece, born from the finest natural fibres and the hands of skilled artisans in Switzerland, is an intimate dialogue with your skin. Experience the quiet confidence that comes from the world’s finest touch.
• •Headline: Timeless by Nature, Crafted by Hand. Body: In a world of fleeting trends, Zimmerli remains devoted to enduring quality. Our commitment to natural materials and meticulous Swiss craftsmanship ensures every garment is not only a pleasure to wear today but a cherished piece for years to come. Discover the enduring appeal of true comfort.
• •Headline: Feel the Difference. It’s in Our Fibres. Body: From lustrous Sea Island cotton to the soft embrace of MicroModal, Zimmerli selects only the most exquisite natural materials. This dedication, combined with generations of Swiss expertise, creates an unparalleled sensory experience. Elevate your everyday with a touch of pure, handcrafted luxury.
• •Headline: Swiss Precision, Worn Privately. Body: The same dedication to precision that defines Swiss watchmaking is woven into every Zimmerli garment. For over 150 years, our artisans have created underwear and loungewear that offers a flawlessly comfortable fit and a discreet sense of refinement. Invest in your personal well-being.
• •Headline: Sustainable by Principle. Luxurious by Design. Body: At Zimmerli of Switzerland, true luxury respects its origins. We mindfully source the finest natural fibres and craft our collections in Switzerland, honouring both people and the planet. Indulge in comfort that is as responsible as it is refined.