Brand Tone

Passionate, Proud, and Inclusive

Brand Values

• •Excellence and Ambition
• •Community and Togetherness
• •Integrity and Responsibility
• •Innovation and Modernity

Best Practices

• •Always Weave in the "Werkself" Identity
• •Balance Performance with Passion
• •Emphasize Inclusivity in Imagery and Language
• •Leverage the Club's Rich History
• •Maintain a Tone of Confident Pride, Not Arrogance

Social Perception

Historically, Bayer 04 Leverkusen was sometimes called 'Neverkusen'; however, their recent historic unbeaten Bundesliga season and DFB-Pokal win have dramatically shifted this perception to that of a dominant, resilient, and highly respected champion. They are seen as an integral part of the Leverkusen community's identity and a passionate football family.

Copy Examples

• •Wear the Undefeated. This isn't just a jersey. It's a piece of history. Woven with the pride of our city and the passion of our unbeaten season. Get the official 2024/25 Bayer 04 Home Kit and carry the spirit of the champions. #Werkself
• •Honour the Legends. Define the Future. From our first steps in 1904 to the roar of the BayArena today. Our new Retro Collection celebrates the icons and moments that made us. Shop the classics now.
• •Wrap Yourself in Werkself Pride. Black and Red. More than colours, they're our bond. As the chants echo from the stands, be ready with the official club scarf. It’s not just for keeping warm; it’s for holding high. For the club. For the family.
• •The Werkself spirit extends beyond the pitch. We are proud to be a part of the Leverkusen community, working together for a stronger city. It’s about more than football; it’s about being ‘The Other Family.’ #Bayer04Hilft
• •The 'Unbeaten' Commemorative Tee: History was written. Records were shattered. A season of dreams became reality. This premium cotton t-shirt features the record-breaking statistics from the historic 2023/24 season. A must-have for every fan who believed and celebrated with us.