Brand Tone

For the TCG Retail Operation: Enthusiastic & Passionate, Community-Focused, Informative & Service-Oriented, Friendly & Approachable. For the Board Game Publisher: Irreverent & Provocative, Quirky & Unique, Self-Deprecating & Humorous, Bold & Unapologetic, Artistically Driven.

Brand Values

• •TCG Retail Operation: Community, Passion, Service, Reliability.
• •Board Game Publisher: Originality & Creativity, Humor & Fun, Boldness & Self-Expression, Distinctive Aesthetics, Authenticity.

Best Practices

• •Embrace the "Weirdo" Persona: Consistently use language that is quirky, unexpected, and a bit irreverent, reflecting the "five weirdos" identity. Don't be afraid to be self-deprecating.
• •Inject Humor (with Edge): Ensure copy has a humorous, often "bawdy" or provocative, slant. Understand the line for the target audience, but don't shy away from being a little risqué if it fits the game/product.
• •Highlight Unique Inspirations: Frequently mention the Japanese design influence and the "sick designs" if relevant to the product being promoted. This is a key differentiator.
• •Speak Directly & Boldly: Use confident, direct language. Avoid corporate jargon. Be unapologetic about the brand's unique style and the nature of the games.
• •Create a "Voice Bible": Develop a simple guide with keywords, phrases to use/avoid, and examples of on-brand vs. off-brand copy. This helps ensure anyone writing for the brand can maintain consistency across all platforms, whether talking about TCGs (where the tone would be enthusiastic and community-focused) or their own published games (where the quirky, bold tone takes center stage).

Social Perception

TCG Retail Operation: Perceived positively by its German-speaking TCG customer base as a dedicated and passionate local game store. Board Game Publisher: Seen as a publisher that is not afraid to be different, use adult humor, and tackle unusual subjects. There's an appreciation for their fresh approach and high-quality, uniquely designed components for their indie games. Their description of themselves as "five locos" (five crazy people/weirdos) or "five weirdos" on their online platforms is a direct reflection of this embraced identity.

Copy Examples

• •Headline: Normal is Boring. We Make Games That Aren't. Body: Tired of beige board games? So are we. Heldbergs Games: absurdly fun, shockingly unique, and probably not for your grandma (unless she's cool). Dive into weird.
• •Social Media Post: Our latest creation is here! It's got questionable decisions, awkward laughs, and a 99% chance of offending someone. You know, the good stuff. Link in bio to get your dose of Heldbergs weirdness.
• •Product Description Snippet: Warning: May cause uncontrollable laughter, confused stares, and an urgent need to question your life choices. This isn't just a game; it's a Heldbergs Games experience. Handle with (a lack of) care.
• •About Us Teaser: They call us 'crazy,' 'weirdos,' 'a bit much.' We call it Tuesday. At Heldbergs Games, we craft the beautifully bizarre because someone has to. Inspired by Japan, fueled by caffeine and questionable humor.
• •Email Subject Line: Your Board Game Shelf Called. It's Begging for This. Email Body Preview: Don't settle for another yawn-fest. Unleash [Game Name] by Heldbergs Games – it’s the delightful chaos your game nights have been missing.