Brand Tone

Authentic, heartfelt, and local. It is personal, emotional, proud but not arrogant, aiming to create a sense of shared identity and community among those connected to the Rhön region. It is welcoming and positions the customer as an ambassador.

Brand Values

• •Regional Identity and Pride
• •Authenticity and Passion
• •Quality
• •Community
• •Ambassadorship

Best Practices

• •Always Use the "Heimat" Lexicon: Consistently use words like Heimat, Verbundenheit, Liebe, Stolz (homeland, connection, love, pride) and refer to specific regional landmarks or experiences (Kreuzberg, Wasserkuppe, etc.) to ground the copy in the brand's core identity.
• •Speak from a Personal "We": Write as if you are one of the "Rhöner." Use a collective, personal voice ("we," "us," "our home") to foster a sense of community and shared identity, rather than a distant corporate tone.
• •Focus on Emotion Over Features: While quality is important, the primary selling point is the emotional connection. The copy should evoke feelings of nostalgia, pride, and belonging. The product is the medium for the emotion.
• •Empower the Customer as an Ambassador: Frame the act of buying and using the products as a form of ambassadorship. This gives the purchase a higher purpose and reinforces the brand's community-building mission.
• •Maintain Authenticity in Storytelling: Continue to build on the founder's personal story and connection to the Rhön. Share small anecdotes, favorite places, or memories in blogs or product descriptions to keep the brand story genuine and relatable.

Social Perception

Customers perceive products as a high-quality means to express regional connection. Locally, it's seen as a positive initiative promoting regional identity, a legitimate part of the culture and economy, aligning with the "Heimat" trend valuing local products and identity.

Copy Examples

• •Wear Your Homeland. This isn't just a t-shirt. It's the feeling of the Kreuzberg in winter, the scent of the forests in summer, and the pride of the Rhön in every thread. Be more than from the Rhön. Be a RHÖNERKIND.
• •Your Daily Piece of Home. Carry the rugged beauty of the Rhön with you, wherever you go. Our new case isn't just for your phone; it's a statement. A reminder of the rolling hills and open skies that define us. Your home, in your hand.
• •Welcome Home, RHÖNERKIND. We created this brand for one reason: our shared love for the unique character of the Rhön. Explore our collection and find the perfect way to show the world you're a child of this special place.
• •You're one of us now! Hey, thank you for your first order! By choosing RHÖNERKIND, you're not just getting a high-quality product; you're joining a community of people who carry the spirit of the Rhön in their hearts. Welcome, and wear it with pride.
• •The Spirit of the Rhön, Now at NOAHS Segel! We're excited to partner with RHÖNERKIND to bring you a special collection of apparel and gifts that celebrate our incredible homeland. Stop by and take a piece of the Rhön with you on your journey. A perfect souvenir for every true RHÖNERKIND.