Brand Tone

Authentic & Raw, Local & Community-Focused, Urban & Street-Savvy, Confident & Direct, Youthful & Edgy, Appreciative & Inclusive

Brand Values

• •Local Pride & Identity
• •Authenticity
• •Community
• •Quality & Style
• •Exclusivity (to a degree)

Best Practices

• •Always tie back to the 0228 Pempelfort identity. Use local references or slang where appropriate, but ensure it remains understandable to the broader target audience interested in authentic streetwear.
• •Avoid overly polished, corporate, or generic marketing speak. Be straightforward, confident, and use an active voice. Let the passion for the local scene and the products shine through authentically.
• •Address your audience directly (e.g., "our community," "0228 Fam"). Encourage interaction, feature user-generated content, and use language that fosters a sense of belonging and shared identity.
• •Ensure the tone of your copy is consistently reflected in your imagery and overall brand presentation. Raw, urban visuals need copy that feels equally authentic and unsterilized.
• •Document key phrases (e.g., "RealRecognizeReal," "Support Your Local," "0228"), common slang terms (if any are consistently used), the preferred level of formality (or informality), and the core messages. This helps anyone creating content to stay on brand.

Social Perception

Locally Recognized & Respected, Fashionable & Trendy (within its niche), Community-Oriented, Authentic Alternative, For the "In-the-Know"

Copy Examples

• •0228 Drop Incoming 🔥. Fresh heat straight from Pempelfort, for our streets. This ain't just a hoodie, it's a statement. Limited stock. Real ones know. #Nullzweizweiacht #0228 #Düsseldorf #Streetwear #SupportYourLocal
• •Rep the 0228. Crafted for the daily grind and the late nights. Pure cotton, clean design, Pempelfort soul. Wear it loud. #Nullzweizweiacht #UrbanWear #DüsseldorfStyle
• •Big up to @[UserTag] reppin' the new tee! 🔥 Looks dope. This is what 0228 is all about – our community. Tag us in your gear! #NullzweizweiachtCommunity #RealRecognizeReal
• •Nullzweizweiacht is more than a postcode. It's where we're from, it's who we are. We make gear that speaks our language, born from the streets of Pempelfort, Düsseldorf. No fakes, just real. Support your local. This is 0228.
• •Strictly For The 0228 Fam: Early Access Inside. Yo, because you're part of the Nullzweizweiacht core, you get first dibs on our latest drop. Thanks for keeping it real with us. #0228Loyalty