Brand Tone

minimalist, direct, and proud

Brand Values

• •Local & Cultural Identity
• •Simplicity & Minimalism
• •Quality & Straightforwardness

Best Practices

• •Embrace "Less is More": Keep copy clean, direct, and confident. Avoid overly descriptive or flowery language. The brand's strength is its minimalism, and the copy should reflect that.
• •Lead with Identity: Always connect the product back to local pride and identity. Use phrases like "Your City," "Wear Your Heritage," or "The feeling of home." This reinforces the core brand value.
• •Use a Mix of Dutch and English: While the site has an English version, peppering social media with Dutch/Frisian words (like in the copy examples) reinforces authenticity and speaks directly to the target audience, making them feel like insiders.
• •Tell Micro-Stories: Instead of just posting the product name, add a single sentence that evokes the feeling of a place or the meaning of a word. For "Achenebbisj," a caption could be: "For days when only a Groningen classic will do." This adds a layer of personality without sacrificing the minimalist tone.
• •Maintain Visual and Textual Consistency: Ensure all marketing materials—from social media posts to emails—use the same clean fonts, minimalist aesthetic, and direct tone of voice. This creates a strong, recognizable, and trustworthy brand identity.

Social Perception

Due to the limited online discussion, a broad social perception is difficult to measure. However, based on the nature of the product, the perception is likely tied to the customer's personal connection with the locations and dialects featured. The brand is perceived as a niche supplier for those 'in the know'—customers who understand and feel a sense of belonging to the specific culture being referenced. There is currently no evidence of a wider, mainstream perception, either positive or negative.

Copy Examples

• •Wear your roots. Some words just feel like home. Our "Bjusterbaarlik" tee is for anyone who knows the feeling. Simple, comfortable, and unmistakably Frisian.
• •ARNHEM - 1233. Your City, Your Shirt. From the Korenmarkt to the John Frost Bridge, Arnhem is a city with history. Carry a piece of it with you. The official Arnhem tee from Ditshirt, made for locals, by locals. Shop now.
• •Zeg het met een shirt. Designs from your city, in your dialect.
• •More than just a word, it’s a statement. Our 'Gladjanus' shirt features a clean, bold design printed on a premium, soft-touch cotton tee. Perfect for the smooth operator who doesn’t take themselves too seriously. A subtle nod to Dutch humor and heritage.
• •New Drops: Amsterdam, Groningen & More Inside.