Brand Tone

Irreverent & Playful, Creative & DIY-focused, Community-oriented & Inclusive (aspirational), Authentic & Unfiltered (self-proclaimed), Enthusiastic & Energetic

Brand Values

• •Creativity & Innovation: Fostering a space for new ideas and unconventional solutions.
• •Freedom & Self-Realization: Encouraging individuals to explore their potential and break from conventions.
• •Community & Collaboration: Bringing people together to work on shared projects and ideas.
• •Making & Doing (Macher-Mentalität): A strong emphasis on taking action and building things.
• •Having Fun & Embracing Chaos: Not taking things too seriously and finding joy in the process, even if it's messy.
• •Transparency & Openness (aspirational, though contested): A desire to share their journey and processes, though this has been impacted by controversies.

Best Practices

• •Embrace Imperfection & Humor: Don't be afraid to be self-deprecating and find humor in mistakes or the chaotic nature of projects. The language should feel unpolished yet clever.
• •Use Active, Energetic Language: Opt for strong verbs and a conversational, enthusiastic style. Keep sentences relatively short and punchy where appropriate to convey energy.
• •Foster a Sense of "Us vs. The Norm": Subtly position Kliemannsland as an alternative to the mainstream, a place for those who don't quite fit in and prefer to do things their own way.
• •Be Direct and Unconventional: Avoid overly corporate or formal language. Use slang or colloquialisms (appropriately for the German-speaking audience) where it fits the playful, irreverent vibe. Address the audience directly.
• •Show, Don't Just Tell, the Creativity: Instead of saying "we are creative," describe the quirky projects, the unusual solutions, and the hands-on process in a vivid and engaging way. Let the inherent creativity shine through the descriptions.

Social Perception

Complex and somewhat polarized: Supporters often see it as an inspiring and unique project, while critics and skeptics view the brand with more caution, especially following the mask controversy.

Copy Examples

• •Product Ad (for a quirky Kliemannsland-made item): "Normal is boring. We took [common item], threw in some chaos, a dash of genius (maybe), and voila! The [Product Name]. It’s probably not perfect, but it’s perfectly Kliemannsland. Get yours before we change our minds and build a rocket instead."
• •Workshop Promotion: "Got an idea that’s a bit… out there? Perfect. Our [Workshop Name] workshop is where your crazy sparks meet our tools and (slightly) organized madness. Come make something awesome/weird/wonderfully pointless with us. No experience needed, just a willingness to get your hands dirty and maybe laugh a lot."
• •Event Announcement: "Warning: May contain loud noises, questionable engineering, and an unhealthy amount of fun. Kliemannsland invites you to [Event Name]! It’s gonna be a beautiful mess. You know you want to."
• •Social Media Post (behind-the-scenes): "Project [Project Name] update: We tried a thing. It kinda worked. Then it spectacularly didn’t. Now we’re trying another thing. Welcome to an average Tuesday at Kliemannsland. What glorious disasters are you creating today? #Kliemannsland #DIYorDieTrying #ControlledChaos"
• •About Us Snippet (for the online shop): "We’re Kliemannsland. We build stuff. We break stuff. We sell some of the stuff (the less broken bits, usually). Every purchase helps fuel more wild ideas and keeps this beautiful, bonkers project alive. Thanks for being part of the madness."