Brand Tone

passionate artisan and modern naturalist

Brand Values

• •Craftsmanship
• •Natural Purity
• •Sustainability & Regionality
• •Community & Collaboration

Best Practices

• •Lead with "Why," Not Just "What": Always connect the product to the underlying values. Don't just sell cider; sell the preservation of orchards, the art of fermentation, and the taste of a specific place.
• •Use a Sensory and Natural Lexicon: Use words like "vibrant," "aromatic," "lively," "raw," "unfiltered," and "terroir" to describe the products. Connect the taste profiles directly to the fruit and the natural process.
• •Emphasize the Human Element: Regularly mention the makers, Jochen and Arno. Sharing their personal stories, passion, and collaborative spirit builds authenticity and trust.
• •Educate, Don't Just Announce: When launching a new product, explain the process. What makes a "Pét-Nat" different? What is a "Pomquette"? This positions the brand as a knowledgeable authority and engages a curious audience.
• •Maintain Visual and Textual Harmony: Ensure the clean, minimalist, and natural aesthetic of the Instagram feed and product design is reflected in the language. The copy should be uncluttered, direct, and thoughtful, mirroring the brand's visual identity.

Social Perception

innovative and high-quality, authentic and mission-driven, niche and artisanal

Copy Examples

• •Meet our Pet Nat Rosé. Wild-fermented from heritage apples and red currants from our partner orchards. We don't filter. We don't add. We simply let the fruit speak for itself—vibrant, crisp, and alive. This is nature, bottled. #Klaar #FruitFerments #PetNat #NaturalCider #CraftedInKneese
• •Kernobstmanufaktur Kneese is more than a name; it's a promise. A promise born from the union of traditional orchard wisdom and modern fermentation artistry. Here, in the heart of the Schaalsee Biosphere Reserve, we transform local, organic fruit into beverages with character and soul. Two makers, one shared philosophy: real ingredients, handcrafted with patience.
• •Tired of overly sweet ciders? Discover the clean, complex taste of KLAAR. We use wild yeasts and ancient apple varieties to create a cider that's dry, aromatic, and refreshingly authentic. It's not just a drink, it's a taste of the 'Altes Land'. Shop the new vintage now.
• •This season's harvest was a lesson in patience. The late spring sun meant our apples developed a unique, concentrated flavor on the branch. Now, as those same fruits bubble away gently in our cellar, we're filled with anticipation. Soon we'll get to share the story of this unique vintage with you. Follow the journey @klaar_fruchtfermente.
• •From Orchard to Bottle. Hand-harvested organic apples from protected German meadow orchards, fermented with nothing but their own wild yeasts. A pure, modern cider crafted by artisans Arno Lenz & Jochen Schwarz. Taste the difference dedication makes.