Brand Tone

Ethical & Conscious, Authentic & Transparent, High-Quality & Durable, Unique & Creative, Friendly & Approachable, Straightforward & Unpretentious

Brand Values

• •Sustainability
• •Social Responsibility
• •Quality Craftsmanship
• •Uniqueness & Individuality
• •Local Production
• •Transparency

Best Practices

• •Emphasize the "Why": Always weave in the core values of sustainability and social responsibility. Don't just describe the product; tell the story of its materials and the positive impact of its creation (e.g., "rescued from landfill," "empowering local artisans").
• •Use Authentic & Transparent Language: Be straightforward and honest. Avoid jargon or overly polished corporate speak. Highlight the "Swiss Made" aspect and the collaboration with social workshops clearly and proudly.
• •Showcase Uniqueness: Use descriptive language that celebrates the individual character of upcycled items (e.g., "one-of-a-kind," "distinctive patina," "features unique markings from its past life").
• •Maintain a Friendly & Human Voice: Write as if you're talking to a conscious consumer who appreciates quality and story. Use "you" and "we" to create a connection. Ensure customer service interactions mirror this approachable tone, as noted in positive reviews about their chat support.
• •Focus on Durability and Quality: While upcycled, the materials are often inherently robust. Highlight the longevity and resilience of the products, reinforcing the idea of "Gutes Zeug" (Good Stuff) that lasts and offers true value.

Social Perception

Positive Customer Experience, Trustworthy, Niche & Specialized, Limited Broader Awareness

Copy Examples

• •Headline: More Than Just a Bag. It's a Statement. Body: Crafted from resilient Swiss tarpaulins and sailcloth, each Gutes Zeug piece carries a story of renewal and purpose. Handmade in social workshops, your purchase supports a brighter future. Carry good. Do good.
• •Headline: Built to Journey. Made with Heart. Body: Our upcycled bags and accessories aren't just designed for durability; they're created with passion in local Swiss and Austrian social enterprises. Discover unique items that are as strong and individual as you are.
• •Headline: From Road and Sea to Your Everyday. Body: Gutes Zeug transforms rugged truck tarps and weathered sails into stylish, one-of-a-kind essentials. Ethically produced, uniquely designed, and ready for your adventures. That's simply good stuff.
• •Headline: Feel Good About What You Carry. Body: With Gutes Zeug, style meets sustainability and social impact. Our upcycled treasures are crafted with care in collaboration with social workshops, giving new life to materials and new opportunities to people.
• •Headline: Unique by Nature, Responsible by Design. Body: No two Gutes Zeug creations are exactly alike. Made from reclaimed materials like robust leather, tough sailcloth, and sturdy tarpaulins, each product is a testament to conscious craftsmanship and a commitment to our communities. Find your unique piece of "good stuff" today.