Brand Tone

Personal, passionate, authentic, friendly, approachable, informal, warm, curated, lifestyle-driven.

Brand Values

• •Passion for the Maritime Lifestyle
• •Authenticity and Personal Curation
• •Quality and Durability
• •Community and Connection

Best Practices

• •Always Tell the Founders' Story: Continue to leverage the personal story of Silke and Tom. It ’s a powerful differentiator that builds trust and authenticity. Use it in "About Us" sections, social media introductions, and email campaigns.
• •Use "You" and "We" Language: Maintain a direct and personal connection by addressing the customer as "you" (or "Du" in German) and referring to the brand as "we." This reinforces the feeling of a conversation with the owners, not a transaction with a faceless company.
• •Emphasize a Shared Passion: Frame marketing messages around the shared love for the maritime lifestyle. Use language that resonates with this passion, such as "Küstenkinder" (coast kids), "Meeresbrise" (sea breeze), and "Heimathafen" (home port).
• •Highlight Product Curation and Origin: In product descriptions and posts, explain *why* an item was chosen for the shop or the inspiration behind a Hafensänger design. This reinforces the value of personal curation over mass-produced inventory.
• •Maintain Visual Consistency: Ensure all photography and visual content reflects the authentic, slightly rugged, and natural aesthetic of the German coast. Avoid overly polished or generic stock imagery. The visual tone should match the personal and passionate verbal tone.

Social Perception

Positive, legitimate, trusted, unique, curated, authentic, high customer satisfaction.

Copy Examples

• •(Instagram Post): Image: A person wearing a Hafensänger hoodie, looking out at a misty harbor. Copy: "That feeling when the fog rolls in, but you're wrapped in warmth. Our Hafensänger hoodie isn't just clothing; it's a piece of the coast you can take anywhere. #docklandshop #hafensänger #küstenliebe #maritimemode #nordseeliebe"
• •(Facebook Ad Targeting users interested in sailing/coastal towns): Carousel of products: a beanie, a decorative anchor, and a striped shirt. Copy: "Your heart belongs to the sea? Ours too. Founded by two coast-lovers, docklandshop brings authentic maritime style directly to your home. Discover unique fashion, accessories, and decor that smell like sea air. Shop our collection now!"
• •(Website Homepage Banner): Image: A smiling couple on a beach, wearing items from the shop. Copy: "From Our Coast to Your Closet. We are Silke and Tom, and we personally select every item in our shop. At docklandshop, you'll find the maritime treasures that we love and live in every day. Welcome to our family."
• •(Email Newsletter Subject Line): "New Arrivals for Your Next Coastal Adventure ⚓" Body: "Hey [Customer Name], whether you're planning a trip to the sea or just dreaming of it, our new collection has just what you need. From weatherproof jackets to hand-picked decor, bring the spirit of the coast home. Explore what's new at docklandshop."
• •(Product Description for a Hafensänger T-Shirt): Copy: "The 'Ankerplatz' Tee: More than just a shirt, it's your safe harbor. Designed by us, the founders of docklandshop, this tee is crafted from 100% soft, durable cotton for all your adventures, on and off the water. Wear the anchor as a symbol of your connection to the coast. A true Hafensänger original."