Brand Tone

Expert, professional, traditional, trustworthy, understated, and elegant, focusing on product details, craftsmanship, and heritage.

Brand Values

• •Quality & Durability
• •Tradition & Heritage
• •Expertise & Personal Service
• •Functionality & Timeless Style
• •Community & Local Roots

Best Practices

• •Prioritize Product & Material: Always lead with the product's inherent quality. Use descriptive, specific language about its materials (e.g., "full-grain leather," "anodized aluminum," "ripstop nylon") and construction. This reinforces the value of expertise.
• •Subtly Weave in Heritage: Regularly include the "since 1922" tag or phrases like "a century of expertise" or "a Frankfurt tradition." This should be a confident, understated reminder of the brand's legacy, not a loud boast.
• •Maintain a Professional Vocabulary: Avoid overly casual language, slang, or abbreviations. Keep the tone polished and respectful. The copy should sound as if it's coming from a trusted expert.
• •Focus on "Investment" over "Expense": Frame purchases not as a cost, but as a long-term investment in quality, style, and functionality. Use words like "durable," "timeless," "companion," and "built to last" to convey lasting value.
• •Let the Images Speak: Pair clean, professional copy with high-quality, uncluttered images. The text should complement the visual, providing details that the picture alone cannot, rather than describing the obvious. This creates a cohesive, premium brand experience.

Social Perception

Perceived as a classic, high-end local institution for discerning customers, trustworthy and reliable due to its long history and expertise, traditional and perhaps conservative, and hyper-local.

Copy Examples

• •Engineered for a lifetime of journeys. The new collection from Rimowa has arrived, combining iconic design with unparalleled durability. As specialists in fine luggage since 1922, we select only the pieces that meet our standards for quality and resilience. Visit us in-store to experience true craftsmanship.
• •More than a bag —a daily companion. This Harold's backpack is crafted from naturally washed leather that develops a unique patina over time. It’s a testament to timeless style and functional design, built to carry your essentials with elegance. A perfect fusion of form and utility.
• •For over a century, our family has been helping Frankfurt travel in style. Since 1922, MEDER has stood for two things: exceptional quality and personal advice. Our values haven't changed, even if the destinations have. Thank you for making us a part of your story.
• •Conscious design, built to last. We are proud to feature the latest collection from AEP, crafted from 100% recycled PET materials. This is proof that sustainable choices and superior quality can go hand-in-hand. Durable, functional, and responsible.
• •The right accessory isn't a trend. It's an investment. At MEDER in Bornheim, we curate a collection of fine bags, luggage, and accessories from the world's most trusted brands. Find the perfect piece that will stand the test of time. Expert advice, exceptional quality. Since 1922.