Brand Tone

Playful and Humorous, Authentic and Local, Proud and Bold, Approachable and Community-Focused

Brand Values

• •Local Pride/Heritage
• •Authenticity
• •Sustainability and Fairness
• •Community
• •Originality & Playfulness

Best Practices

• •Immerse in the Dialect (Respectfully): Continuously integrate authentic Antwerp dialect words and phrases naturally within the copy. Avoid overdoing it to the point of being incomprehensible to a broader Flemish audience if that's also a target. Use it where it adds personality and charm.
• •Embody Playfulness and Wit: Inject humor and lightheartedness into messaging. Don't be afraid to be a bit cheeky (met een hoek af) in a way that resonates with the Antwerp spirit.
• •Show, Don't Just Tell, Local Pride: Instead of just saying "we love Antwerp," showcase it through stories, collaborations with local icons/businesses, and by celebrating distinctly Antwerp cultural references.
• •Maintain Authenticity: Be genuine in your communication. If highlighting sustainability, be transparent about practices. The brand's origin story of two locals passionate about their dialect is a strong point of authenticity.
• •Create a "Voice Guide" with Dialect Glossary: Develop an internal document that outlines key brand voice characteristics, preferred Antwerp dialect terms (with their meanings and appropriate usage), and terms to avoid. This ensures consistency even if multiple people are creating content.

Social Perception

Positively Perceived, Strong Local Connection, Original and Unique, Trusted, Engaging

Copy Examples

• •General Brand Ad: "Wear your Antwerp heart on your sleeve. Literally. KLEIR. - 't Stad's dialect, stitched with pride. Grab your piece of A."
• •New Product (Sweater with 'Paljas' - jester/silly person): "Feeling a bit 'Paljas' today? Embrace it! Our new super-soft sweater is perfect for those days when you don't take life (or yourself) too seriously. Get yours, you lovable eejit!"
• •Sustainability Focused Ad: "Look good, feel good, do good, za! Our KLEIR. is made with 100% organic cotton and a whole lotta Antwerp love. Fair for you, fair for 't milieu."
• •Local Event/Pop-up Promotion: "KALT VOOR AF! (Stop by!) We're popping up in 't centrum! Come say 'allo', grab some fresh KLEIR., and maybe teach us a new Antwerp word (if da ne bestoat!). See you there, sinjoren!"
• •Instagram Caption for a customer photo wearing KLEIR.: "Look at this 'Sjarel' (rascal/chap) rocking our classic tee! Ge zijt een propere, mateke! (You're a neat one, little buddy!) Tag us in your KLEIR. to get featured. #KleirAntwerp #AntwerpsTrots #LocalLove"