Brand Tone

nostalgic, authentic, and community-oriented

Brand Values

• •Cultural Preservation
• •Authenticity
• •Localism
• •Community
• •Playfulness

Best Practices

• •Lead with the "Why": Always start from the mission. Every piece of copy should connect back to the core idea of preserving and celebrating authentic pub culture. The "why" (saving dying culture) is more powerful than the "what" (a card game).
• •Use Nostalgic and Evocative Language: Employ words like "immortalize," "monument," "authentic," "tradition," "soul," and "real." This reinforces the brand's role as a cultural archivist.
• •Champion the "Imperfect" Details: Highlight the quirky, specific, and non-mainstream data points on the cards (e.g., Futschi-Preis, number of regulars). This is a key differentiator and a proof of authenticity.
• •Maintain a "Local First" Perspective: Always frame the product in the context of a specific city or neighborhood. Use slogans like "Your City. Your Pub. Your Game" to create a strong sense of local identity and ownership for the customer.
• •Balance Mission with Playfulness: While the mission is serious, the product is fun. The copy should reflect this. Pair the nostalgic, purpose-driven language with calls to action that are about discovery, play, and social connection (e.g., "Plan your next pub crawl," "Become a neighborhood expert").

Social Perception

Kiezkneipenquartette is perceived as a charming and meaningful cultural project. The public and press see it not just as a product but as a form of advocacy for local heritage. It is widely regarded as a perfect, thoughtful gift for anyone with an appreciation for city culture and hidden gems. The brand is respected for its well-researched and lovingly crafted product, which successfully captures the unique spirit of the pubs it features.

Copy Examples

• •They say you can't bottle a feeling. So we put it in a card game instead. This is the corner where stories are told and friendships are forged. This is one of the last real ones. Discover it in our Kiezkneipenquartett. #YourCityYourPub
• •Tired of the same new bars? Let's go back to the originals. We've collected 32 of Berlin's most authentic pubs in a card game. Who has the cheapest pilsner? The most regulars? Play, discover, and plan your next pub crawl. The real city is waiting.
• •More than a game, it's a guide to the soul of your city. The Kiezkneipenquartett is your pocket-sized companion to the most traditional, quirky, and memorable pubs that give our neighborhoods their character. Each card is a snapshot of a place with history, a tribute to the institutions that are slowly fading away. Hold a piece of your city's history in your hands.
• •Give the gift of discovery this year. For the friend who loves their city, the parent who remembers the good old days, or for yourself. The Kiezkneipenquartett is the perfect excuse to gather, play, and explore the hidden gems right around the corner. #SupportLocal #Kneipenkultur
• •Before they're just stories... play their legacy. Every city has them: the legendary pubs that feel like a second living room. But they're disappearing. Our quartet game is a celebration of these places, a playful monument to keep their spirit alive. Grab a deck, grab a friend, and go make some new stories in the old haunts.