Brand Tone

relaxed, authentic, passion-driven, friendly, welcoming, down-to-earth, genuine, approachable, slightly unconventional, confident in its unique identity, with a shabby chic, cool surfer-like flair.

Brand Values

• •Authenticity and Honesty
• •Quality and Regionality
• •Community and Hospitality
• •Passion and Unconventional Spirit
• •Sustainability

Best Practices

• •Use "Moin": Start social media posts or email newsletters with this authentic, Northern German greeting to immediately set a friendly and regional tone.
• •Tell the Story: Regularly incorporate elements of the brand's founding story two friends, building a dream, a hands-on approach to reinforce authenticity and passion.
• •Embrace "Honest" Language: Use words like "honest," "real," "genuine," and "no-frills." When describing products, focus on the real quality and the feeling they evoke, not just technical specifications.
• •Keep it Relaxed and Confident: Avoid overly formal or corporate language. Write in a conversational style, using short sentences and a confident voice that knows it doesn't need to follow traditional luxury branding rules. The "abseits der typischen Sylt Klischees" (away from the typical Sylt clichés) attitude is a core asset.
• •Focus on Feeling and Atmosphere: Whether writing about food or a t-shirt, describe the experience. Evoke the feeling of being in the dunes, the "shabby chic" comfort, the friendly service, and the passion behind the product. This emotional connection is stronger than any feature list.

Social Perception

Overwhelmingly positive. Customers praise the "sensational" and "delicious" food, generous portions, and creative, high-quality dishes. The friendly, down-to-earth, and relaxed service is consistently highlighted. The atmosphere is described as "cosy," "chill," and "cool." Public and media view STRAEND as a success story of two local founders creating something special and authentic, a refreshing departure from pretentious establishments, offering a genuine experience rooted in quality and passion. The brand is perceived as modern, creative, and deeply connected to its location in Hörnum.

Copy Examples

• •Same honest quality you love at our tables, now in a hoodie. We built our bistro with our own hands, and we designed our gear with the same heart. Wear the real Sylt. #StraendSylt #SyltLife #NotTheUsual
• •Beyond the Clichés. Beyond the Dunes. This is where Sylt gets real. Creative food, honest drinks, and a welcome as warm as a summer day. No frills, just passion. Come say Moin. [Book a Table]
• •Your piece of STRAEND. We started with a dream, a grill, and a couple of old planks of wood. Now we've bottled that feeling. Find apparel, goods, and the spirit of the dunes at our Konzept Store in Hörnum. #StraendKonzept #Hörnum
• •That first coffee of the day hits different when it s from the right mug. Matte on the outside, smooth on the inside, and feels just right in your hand. It's our little piece of morning calm, straight from our organised chaos to yours.
• •Want to be part of the crew? We're looking for people with a hand for hospitality and a heart for honest work. We value good vibes over a perfect resume. Think you fit in with our organized chaos? Send us a message. #StraendCrew #SyltJobs