Brand Tone

Humorous, irreverent, authentic, proud, defiant, passionate, personal, and celebratory. It speaks the language of its audience, using local slang and a familiar, friendly voice.

Brand Values

• •Local Pride
• •Authenticity
• •Community
• •Humor and Wit
• •Rebellion

Best Practices

• •Embrace the Vernacular: Continue using local slang and expressions ('pofesional', 'nublao', 'altopicazocañonazo') authentically in all copy. This is the core of the brand's unique voice.
• •Maintain the Humor: Keep the witty and irreverent tone. Whether in a product description or a social media update, a touch of humor reinforces the brand’s personality and makes it memorable.
• •Be a Community Champion: Continue to feature and tag other local businesses, events, and locations. This strengthens the brand's position as a community hub and shows it's invested in the region's success, not just its own.
• •Tell Your Story: Keep sharing personal anecdotes and the 'why' behind the brand, as seen in the blog. This transparency builds a stronger, more personal connection with the audience.
• •Stay Defiantly Proud: Every piece of copy should exude confidence and pride in Albacete. Continue to directly or indirectly challenge negative stereotypes, reinforcing the brand’s mission to redefine the city's image.

Social Perception

The brand is perceived as a bold and positive cultural symbol, especially by the local community of Albacete. It is seen as a champion for the city, successfully turning a historical slight into a badge of honor. It is viewed as a content creator and a voice for the community, actively promoting local tourism and businesses, and recognized as a 'good ambassador' for Albacete.

Copy Examples

• •Some phrases can only be understood here. Wear it with pride. Our new 'Al-Bici' tee is for those who know the real way to get around town. Limited stock. Don't be left wanting one, 'pofesional'!
• •Tired of the same old clichés? So are we. At Albacete Flipa y Vete, we create gear that speaks your language. Because being from Albacete is something to shout about. Click here to see the collection that's breaking the mold.
• •They said 'caga y vete.' We say 'flipa y quédate.' Discover the city they didn't want you to see. #AlbaceteFlipaYVete #OrgullososDeLoNuestro
• •For carrying your 'avíos' to the market, your books, or just your immense pride. This bag isn't just a bag; it's a statement. Made with 100% certified Albaceteño love. It holds everything, even the desire to come back.
• •The 'fresquete' is here, and so are our deals! Wrap up warm in our sweatshirts that are more local than a 'miguelito'. Get ready for winter, Albacete style. Shop the sale now!