Brand Tone

Passionate, Defiant, and Community-Centric

Brand Values

• •Heritage & Identity
• •Solidarity & Justice
• •Resilience & Perseverance
• •Sporting Pride

Best Practices

• •Lead with the "Why": Every piece of copy, from a product description to a social media post, should connect back to the brand's core purpose: representing a people and their identity. Always start with the story, not just the product.
• •Embrace the Slogan: Consistently use the motto "Más que un equipo, todo un pueblo" ("More than a team, a whole people") in communications. It immediately frames the product within its powerful context.
• •Use Symbolic Language: Incorporate words like "heritage," "resilience," "pride," "solidarity," and "identity" into the copy. These are the pillars of the brand and resonate deeply with its audience.
• •Tell Player and Fan Stories: Highlight stories of players who chose to represent the club, and share testimonials from fans around the world. This reinforces the community-centric and global nature of the brand.
• •Be Unapologetically Political: Do not dilute the brand's defiant tone to appeal to a broader, neutral audience. The brand's strength lies in its specific, unwavering political identity. Communications should continue to be bold, educational, and stand in solidarity with the Palestinian cause.

Social Perception

For supporters, it is a source of immense pride, a symbol of resistance, and a tangible connection to their homeland, making wearing merchandise a deeply personal and political statement. For the general public, it is recognized for its unique and unwavering political stance, an example of sports and politics intersecting, gaining respect and international following from those sympathetic to the Palestinian cause.

Copy Examples

• •Headline: Wear the Colors of an Unbreakable Story. Body: This isn't just a jersey. It's a flag, a history, and a statement. The 2025/2026 home kit carries the legacy of Club Deportivo Palestino and the heart of a people. Wear it with pride. #MoreThanATeam
• •Headline: Woven with Heritage. Designed for Today. Body: From the streets of Santiago to the global stage, our colors fly high. The new Tricolor jersey blends performance-ready fabric with a design that honors our roots. Every thread tells a story of resilience.
• •Headline: The Watermelon: A Symbol of Hope and Resistance. Body: In the face of adversity, our spirit finds a way. Introducing the commemorative "Sandía" jersey. A bold, vibrant symbol of Palestinian identity that can never be silenced. Limited edition. Unlimited pride.
• •Headline: From La Cisterna, For the World. Body: This is more than a club. It is a global community united by passion and heritage. Order your official Palestino gear from anywhere in the world and join the family. We are Palestino.
• •Headline: Teach Them Our History. Body: Pass down the passion. Our new kids' collection is here, so the next generation can wear their identity with the same pride. Because being Palestino is a legacy that grows stronger with every fan.