Brand Tone

Authentic, local, and proud. It is relatable, direct, and grounded, avoiding corporate jargon. It carries a strong sense of belonging and pride in local roots, while being casually confident, understated, and cool.

Brand Values

• •Community
• •Authenticity
• •Local Pride
• •Quality & Simplicity
• •Independence

Best Practices

• •Speak Like a Local: Use terminology and references that resonate with the target audience (e.g., "Späti," specific street names, local landmarks). This reinforces authenticity and the "insider" feeling.
• •Prioritize "We" and "You": Write in a conversational manner. Use "we" to talk about the brand as a collective of people and "you" to address the customer directly, fostering a sense of community and personal connection.
• •Keep it Simple and Direct: Avoid overly descriptive, flowery, or technical language. The copy should be as straightforward and honest as the brand's values. Get to the point and let the product's connection to local pride be the main selling point.
• •Show, Don't Just Tell: Instead of saying the products are "high quality," describe them in tangible terms like "strapazierfähig" (durable) or "bequem" (comfortable). Instead of saying the brand is "authentic," tell the story of its local origins.
• •Maintain a Consistent Visual and Textual Language Across All Channels: The proud, understated, and local tone should be reflected not only in the text but also in the imagery. Use real-life settings in Berlin neighborhoods for photoshoots, not sterile studio backgrounds. Ensure the voice on Instagram matches the voice on the website and in customer service emails.

Social Perception

Perceived as a niche and insider brand for those deeply connected to Berlin's Kiez culture. It is seen as authentic and trustworthy, being a genuine small business. Currently under-the-radar due to low public profile.

Copy Examples

• •Sonntag in Kreuzberg. Mehr Kiez geht nicht. Zeig, wo dein Herz schlägt. #Kiezlabel #Kreuzberg #BerlinLiebe #MeinKiez
• •Dein Kiez, deine Regeln. Mehr als nur ein Shirt – ein Statement. Hergestellt aus 100% Bio-Baumwolle, für alle, die ihre Straßen nicht nur kennen, sondern sie leben. Strapazierfähig, bequem und so authentisch wie dein Lieblings-Späti.
• •Ob Neukölln, Prenzlauer Berg oder Friedrichshain – jeder Kiez hat seine Seele. Wir haben das passende Label dafür. Finde dein Viertel und trage es mit Stolz. Echte Designs für echte Berliner.
• •Kiezlabel wurde nicht in einem Konferenzraum gegründet, sondern auf den Straßen Berlins. Wir sind ein kleines Team, das die einzigartige Kultur unserer Viertel liebt. Unsere Mission ist einfach: Wir wollen dir die Möglichkeit geben, deine lokale Identität zu zeigen – ehrlich, direkt und ohne Kompromisse.
• •Hey Nachbar, neue Designs für deinen Kiez sind da.