Brand Tone

Warm and Friendly, Passionate and Heartfelt, Conscious and Thoughtful, Child-centric and Empowering, Authentic and Personal

Brand Values

• •Quality over Quantity
• •Sustainability
• •Diversity and Inclusion
• •Passion and Curation
• •Customer Service
• •Child Development
• •Integrity

Best Practices

• •Embrace Warmth and Empathy: Always write from a place of understanding and warmth, as if speaking to a friend or fellow parent. Use inviting language and show genuine care for children's well-being and development.
• •Weave in Core Values Naturally: Don't just state your values; demonstrate them. If it's sustainability, mention the FSC-certified wood. If it's diversity, briefly explain how a product supports it. Let these values be an intrinsic part of the product story, not an add-on.
• •Speak the "Ströppche" Language: Use positive, empowering, and slightly playful language where appropriate. Remember the meaning of "Ströppche" – a cheeky, happy child. The tone should feel uplifting and authentic. The occasional, well-placed Kölsch reference (if appropriate for the specific communication channel and audience) can reinforce the brand's roots, but the primary language for copy should be clear and accessible German (as used on their site).
• •Focus on "Curated" and "Handpicked": Continuously reinforce that items are not just randomly stocked but have been thoughtfully selected, tested, and approved. This highlights the "quality over quantity" promise and the personal investment of the brand.
• •Maintain Authenticity and Personal Touch: Share the founder's passion when relevant. Encourage personal touches in customer interactions (like the handwritten notes). This builds trust and makes the brand feel more human and relatable, distinguishing it from larger, impersonal retailers.

Social Perception

Highly Trusted, Ethical and Responsible, A Refreshing Alternative, Valued for its Curation, Personal and Caring, Supportive of Important Values

Copy Examples

• •Open up a world of wonder! ✨ Our newest storybook celebrates all the unique ways families share love. Because every child deserves to see themselves in the magic of a good book. Lovingly chosen for your little Ströppche. #DiversityInBooks #ChildrensLiterature #StröppcheReads #RepresentationMatters #FamilyLove
• •Spark endless imagination with our sustainably sourced wooden stacking toy! Crafted with care from FSC®-certified wood and painted with non-toxic, child-safe colours, it’s a toy that’s kind to your little one and the planet. Built to last for generations of play, just like all treasures at Ströppche. Quality playtime, naturally. 🌿 #SustainableToys #WoodenToys #EcoFriendlyKids #StröppchePlaytime #QualityOverQuantity
• •Tired of the same old pink and blue? At Ströppche, we believe in toys and books that let kids be kids – curious, creative, and wonderfully unique! Explore our handpicked collection of sustainable, high-quality treasures that celebrate diversity and inspire every little Ströppche to go their own way. Visit our Cologne store or shop online! #Ströppche #ConceptStoreKöln #DiverseToys #SustainableKids #Individuality
• •A personal favourite this month from Theresa: 'This beautifully illustrated book about [brief, inclusive theme] truly touched my heart. It’s a wonderful way to spark conversations about [value, e.g., empathy/different cultures] with your little ones.' Discover more of our team's heartfelt selections, chosen with passion for your family. #FoundersPick #StröppcheValues #CuratedWithLove #KidsBooks
• •Ströppche: Playfully unique. Sustainably chosen. Lovingly curated for the little ones who carve their own paths.