Brand Tone

Friendly and Approachable, Authentic and Transparent, Practical and Stylish, Community-Oriented, Conscious and Responsible

Brand Values

• •Local Production
• •Fairness
• •Vegan
• •Sustainability
• •Quality and Craftsmanship
• •Functionality and Minimalist Design
• •Joy, Respect, and Collaboration

Best Practices

• •Always Emphasize Core Values: Consistently weave "Local," "Fair," and "Vegan" into messaging where appropriate and natural. Highlight the "Handmade in Berlin" aspect.
• •Maintain a Friendly and Human Tone: Use conversational language. Address the customer directly (e.g., "You," "Your"). Share stories about the team or the making process to build connection.
• •Be Authentic and Transparent: Don’t just state values, explain them. For example, briefly mention why local production is beneficial (e.g., "more control over the production chain and can ensure fair production conditions").
• •Focus on Both Style and Substance: Showcase the aesthetic appeal and practicality of the products alongside their ethical production. Use descriptive language that evokes quality and the tactile nature of materials like corduroy.
• •Engage with the Community: Encourage user-generated content, respond to comments and reviews promptly and positively, and reflect the Berlin spirit in your visuals and language when suitable. Show appreciation for customer support.

Social Perception

Positive and Trusted, Ethical and Conscious Choice, Stylish and Urban, Good Value, Excellent Customer Service

Copy Examples

• •Instagram Post (Image: Person happily using a colorful fanny pack in a city setting): Berlin adventures are best with hands free! 👋 Our [Product Name] fanny pack, handmade with love right here in Friedrichshain, keeps your essentials safe and your style on point. Plus, it’s 100% vegan and fairly made – because we care. Where are you exploring today? #PPBerlin #HandmadeInBerlin #VeganFashion #UrbanStyle #FairProduction
• •Website Product Description (For a new bag): Meet your new everyday companion: the [Product Name] bag. Designed for life in motion, each bag is carefully hand-sewn in our Berlin studio from durable, vegan corduroy. We believe in style that's kind – to the planet and its people. That's why we focus on local, fair production and materials you can feel good about. Practical, colourful, and consciously crafted.
• •Facebook Ad (Carousel showing different product uses): Tired of choosing between style, function, and your values? At PP-Berlin, you don’t have to. Our bags and accessories are designed in Berlin and made right here by our talented team. Local. Fair. Vegan. Discover your perfect match for a life lived consciously. Shop now and get free shipping in Germany over €75!
• •Email Newsletter Snippet (Highlighting sustainability): Did you know? Each PP-Berlin piece is a little bit of Berlin, made with a whole lot of care. By choosing our locally handmade, vegan accessories, you're supporting fair wages and sustainable practices. We even offer free repairs to keep your favorites going longer! That's fashion you can feel truly good about.
• •TikTok Video Concept (Short, upbeat video): (Scene 1: Quick cuts of hands sewing, different fabric colors) Text Overlay: Handmade in Berlin with ❤️ (Scene 2: Person smiling, easily fitting items into their fanny pack) Text Overlay: Vegan, Fair & Super Practical! (Scene 3: Person walking confidently with the bag) Text Overlay: Your everyday adventure buddy! #PPBerlin #SupportLocal #EthicalFashion