Brand Tone

Aspirational, authentic, and friendly.

Brand Values

• •Love for the Coast
• •Authenticity and Personality
• •Joy and Well-being ("Lebenslust")
• •Sustainability and Conscious Consumption
• •Community

Best Practices

• •Embrace the "Küsten-Slang" (Coastal Slang): Consistently use warm, regional greetings like "Moin" and maritime terms like "Ahoi," "Anker," and "Heimathafen." This reinforces the brand's authentic, friendly, and regional identity in all communications.
• •Tell the Story Visually and Verbally: Every piece of content should connect back to the core story: a love for the North German coast. Use evocative, sensory language that describes the sea, the air, and the feeling of being there. Ensure visuals (photos, colors) always reflect the clean, natural, and relaxed maritime aesthetic.
• •Prioritize Personal and Warm Interactions: When responding to comments, reviews, or customer inquiries, maintain a friendly, personal, and appreciative tone. Address customers directly and sign off with a personal touch to make them feel part of the Lebenslust community.
• •Highlight Values, Not Just Products: Frame product marketing around the brand's core values. Instead of just saying "buy this hoodie," explain how it's made sustainably or how it embodies the feeling of "Lebenslust". This connects the purchase to a deeper, shared belief system.
• •Maintain Consistency Across All Channels: Ensure the tone, language, and visual identity are uniform across the website, online shop, social media platforms, email newsletters, and any in-store marketing. This cohesion builds a strong, recognizable, and trustworthy brand identity.

Social Perception

Customers perceive Lebenslust.Store as a genuine and high-quality provider of unique, coast-themed products, viewing it as a lifestyle curator for lovers of the North German coast. The brand's personal founder story and commitment to sustainability are well-received, contributing to a trustworthy and respectable image. Its physical stores further enhance authenticity and positive online perception.

Copy Examples

• •Dein Anker für jeden Tag. Ob frische Brise am Meer oder gemütlicher Abend zu Hause – unser neuer Hoodie hüllt dich in pures Küstengefühl. Weich, nachhaltig und mit einer extra Portion Moin. Hol dir dein Stück Lebenslust.
• •Eine Welle Gemütlichkeit für Ihr Zuhause
• •Mehr Meer in deinen vier Wänden. Entdecke handverlesene Deko, die nach Heimat duftet und nach Fernweh schmeckt.
• •Das Küstengefühl, zum Mitnehmen. Du liebst das Rauschen der Wellen und den Sand zwischen den Zehen? Wir auch. Im Lebenslust.Store findest du alles, was dein Herz am Meer höherschlagen lässt. Von Ahoi bis Moin, von uns für dich.
• •Dein morgendlicher Kaffee schmeckt am besten mit einer Prise Meeresluft. Unser "Heimathafen"-Becher ist deine tägliche Erinnerung an klare Horizonte und die ruhige Kraft der Küste. Perfekt für alle, die ihr Herz im Norden verankert haben.