Brand Tone

Authentic/Genuine, Proud/Confident, Urban/Streetwise, Direct/Uncomplicated, Youthful/Modern, Local/Community-Oriented

Brand Values

• •Rotterdam Pride: A deep appreciation and celebration of the city of Rotterdam, its culture, and its identity.
• •Originality/Authenticity: Being true to the spirit of Rotterdam and offering genuine streetwear that reflects this.
• •Street Culture: Embracing and representing the aesthetics and lifestyle of urban environments.
• •Quality (implied): By focusing on 'original' designs and a distinct brand, there's an implied commitment to offering quality apparel.
• •Community Connection: Fostering a sense of belonging among those who love and represent Rotterdam.

Best Practices

• •Embrace Rotterdam Slang/References (Authentically): Where appropriate and natural, incorporate subtle local slang or well-known Rotterdam references that resonate with the target audience. Avoid forcing it. The use of '010' is a good example.
• •Stay True to 'Original': Continuously emphasize the authentic connection to Rotterdam and the originality of the designs. Avoid generic streetwear language; always tie it back to the brand's core identity.
• •Use Direct and Confident Language: Reflect the pride in Rotterdam with confident and straightforward messaging. Avoid overly complex or passive vocabulary.
• •Visual-Copy Synergy: Ensure the copy always complements the urban, streetwise imagery used. The tone of the text should match the tone of the visuals. If the image is gritty and urban, the copy should reflect that.
• •Engage with Local Pride: Actively ask questions or create calls-to-action that invite users to share their own Rotterdam pride and experiences, reinforcing the community aspect of the brand. Use hashtags that foster this sense of local community.

Social Perception

A brand for people who are proud to be from or associated with Rotterdam. A source of stylish, urban streetwear that allows them to represent their city. Authentic and connected to the local scene. Modern and in touch with current streetwear trends, particularly those with a local flavor.

Copy Examples

• •Instagram Post (Image: Model wearing an RDAM Original hoodie with the skyline): Wear the heart of 010. Our latest drop captures the raw spirit of Rotterdam. This isn't just a hoodie, it's a statement. Real. Raw. RDAM. #rdamoriginal #rotterdamstreetwear #skyline #010iswheretheheartis #authentic
• •Facebook Ad (Targeting Rotterdam residents/those interested in Rotterdam): Rotterdam runs through your veins? Show it. RDAM Original brings you authentic streetwear born from the docks, the streets, the soul of our city. Shop the collection and rep your roots. Link in bio. #RDAM #RotterdamPride #StreetwearNL #MadeInRotterdamSpirit
• •Product Description (for a T-shirt with a unique RDAM graphic): More than just letters. This is RDAM. Crafted for those who know the city's rhythm. Bold design, premium feel. Own your streets. #rdamoriginal #rotterdamdesign #urbanstyle #streetessential
• •TikTok Video Caption (Short clip of someone skateboarding in RDAM gear): Concrete jungle, RDAM rules. 🤘 Our gear is built for the streets. What part of Rotterdam inspires you? Drop it in the comments! 👇 #rdamoriginal #rotterdamvibes #skatelife #streetwearfashion #010
• •Website Banner Text: RDAM Original: Authentic Rotterdam Streetwear. Wear Your City.