Brand Tone

Passionate, Educational, and Purpose-Driven

Brand Values

• •Sustainability
• •Community
• •Quality & Craftsmanship
• •Authenticity
• •Creativity

Best Practices

• •Lead with Your 'Why': Always connect the product back to the core values of sustainability, community, and the degrowth philosophy. Every piece of copy, from a social media caption to a product description, should echo this mission.
• •Use an Educational Voice: Don't assume your audience understands 'degrowth' or the intricacies of kombucha. Use clear, simple language to explain complex ideas and invite the audience into your world. This builds trust and positions the brand as an authority.
• •Embrace Passionate & Positive Language: Use words that convey excitement and dedication, like 'obsessed,' 'passionate,' 'creative freedom,' and 'silver lining.' Frame the 'degrowth' concept not as a limitation, but as a positive, prosperous, and fulfilling alternative.
• •Stay Rooted in the Community: Frequently mention your local context—the cooperative, local suppliers, and community collaborations. This reinforces authenticity and the brand's commitment to its 'buy local, sell local' ethos.
• •Maintain a Unified Vocabulary: Create a list of key brand terms ('artisanal,' 'craft,' 'community,' 'sustainability,' 'well-being,' 'degrowth') and use them consistently across all platforms to build a strong, recognizable, and coherent brand identity.

Social Perception

DeGrow Lab is perceived as a niche, high-integrity brand with a strong ethical compass. They are seen as knowledgeable and transparent experts, an integrated and positive force within their local community, and forward-thinking innovators for their business model around 'degrowth'.

Copy Examples

• •More than a drink. It's a mindset. We started DeGrow Lab because we believe in a different way of doing business —one where community roots are strong and growth is measured in well-being, not just numbers. Every can of our kombucha is a sip of that philosophy. Join our movement. #DeGrowLab #Kombucha #Sustainability #CommunityFirst #PlanetOverProfit
• •Crafted with purpose. Brewed for flavor. Discover our artisanal kombucha, made from the finest organic ingredients and a passion for sustainability. Taste the difference that conscious creation makes.
• •Partner with a brand that shares your values. DeGrow Lab is a Dutch kombucha microbrewery built on the principles of sustainability and community cooperation. We offer a unique product with a powerful story that resonates with today's conscious consumer. Let's grow better, together. Learn more about our wholesale opportunities. #SustainableBusiness #CraftKombucha #B2B #Degrowth #LocalSourcing
• •Your local, refreshing, and responsible choice. Why choose DeGrow Lab? Because every can supports local artists, sustainable practices, and food forests right here in the Netherlands. Oh, and it's delicious! Get yours delivered by our electric cargo bike.
• •Introducing 'Harvest Spice' - The Taste of Autumn, Responsibly Brewed. We've bottled the essence of the season. Our Harvest Spice kombucha is a creative blend of organic black tea, cinnamon, and clove. Brewed in our cooperative kitchen, it's a flavor that tells a story of community, craft, and a commitment to our planet. Limited batch available now.