Brand Tone

Rebellious and Defiant, Direct and Unapologetic, Authentic and Passionate, Inclusive and Community-Oriented.

Brand Values

• •Anti-Fascism and Anti-Racism
• •DIY Ethic
• •Authenticity and Integrity
• •Community and Solidarity
• •Working-Class Identity

Best Practices

• •Always Be Direct and Unambiguous: Avoid vague language. State your message, especially the political ones, clearly and confidently. The audience values honesty over clever marketing speak.
• •Use the Language of the Scene: Incorporate terms like "DIY," "the pit," "on wax," and "the scene" to signal belonging and authenticity. This shows you are a part of the community, not just selling to it.
• •Lead with Values: Center the brand's core values —anti-fascism, solidarity, authenticity —in the messaging. The products are secondary; they are manifestations of the values.
• •Maintain a "By Us, For Us" Tone: Constantly reinforce that the brand is run by the band themselves. This builds trust and strengthens the connection with the audience, who are supporters rather than just customers.
• •Keep it Raw and Unpolished: Avoid overly slick or corporate-sounding copy. Minor grammatical imperfections or a slightly informal tone are not only acceptable but can enhance the brand's authenticity. The voice should be passionate, not perfect.

Social Perception

Within their target audience (the punk, Oi!, and anti-fascist subcultures), rudeandreckless.de and Harbor Rebels are perceived as: Credible and Authentic, Politically Committed, and A Staple of the Scene. To the general public outside of this subculture, the brand is virtually unknown.

Copy Examples

• •Wear Your Allegiance. This isn't just a shirt. It's a statement. Made for the street, the gig, and the protest. Our new Antifascist Action tee is printed on fair-trade cotton because our principles don't stop with the logo. Stand with us. Loud and proud.
• •Rebels Are Back. On Wax. The wait is over. Our new album, "Rebels Are Back," is finally available on 12" vinyl. Eleven tracks of pure, unapologetic streetpunk straight from Hamburg's harbour. This is the sound of solidarity. This is our noise. Get yours before it's gone.
• •Hamburg! We're tearing up the stage at Hafenklang next Saturday. Expect new songs, old anthems, and a whole lot of sweat. No place for hate, no room for silence. Just pure energy. See you in the pit. #HarborRebels #Streetpunk #LiveMusic #Antifascist
• •From The Band, For The Fans. We started Rude & Reckless Productions in 2019 for one simple reason: to get our music and our message out there our own way. No suits, no compromises. Every record and every shirt is packed and sent by us. This is DIY. This is streetpunk. This is Harbor Rebels.
• •Gear Up for the Cause. The fight against fascism never takes a day off, but your wallet can get a break. For this week only, get 15% off all patches and accessories. Stitch your statement onto your jacket and show them where you stand. Solidarity is our weapon.