Brand Tone

Local and Proud, Friendly and Welcoming, Enthusiastic and Passionate, Authentic and Story-Driven, Helpful and Informative

Brand Values

• •Localism
• •Authenticity
• •Pride
• •Quality
• •Community

Best Practices

• •Infuse copy with warmth, friendliness, and the typically Dutch 'gezellig' feeling associated with Utrecht. Use welcoming language.
• •Strategically incorporate well-known Utrecht sayings or terms (like 'Utreg,' 'stadsie') where appropriate, making the brand relatable to locals and charming to visitors. Ensure it feels natural and not forced.
• •Whenever possible, briefly highlight the local artists or the Utrecht-specific inspiration behind products in descriptions. This reinforces values of authenticity and localism.
• •Let the genuine love for Utrecht shine through in the language. Use positive, vibrant adjectives when describing the city and the products that represent it.
• •Even in sales-focused copy, maintain an element of being a helpful guide to Utrecht culture and unique finds, reflecting the VVV connection. Ensure contact information and customer service are easily accessible and friendly.

Social Perception

Positive for Product and Service, Seen as a Go-To for Utrecht Souvenirs, Connected to Local Identity, Supportive of Local Economy

Copy Examples

• •Your Utrecht, Your Style! Grab a piece of our city's heart with unique gear designed by local Utrechters. From Domtoren pride to cozy 'Utreg' vibes – bring home the magic!
• •More than just a hoodie, it's a warm hug from Utrecht! Featuring our iconic Domtoren, designed by a true Utrecht artist. Wear your city love, feel the 'Utreg' spirit, and carry a piece of local story with you.
• •Your Weekly Dose of 'Utreg' Awesomeness + New Local Finds!
• •We're not just a shop; we're Utrecht fans, just like you! Utrecht Winkel brings you the best of our city, from quirky souvenirs to beautifully crafted local designs. Every item tells a story, every purchase supports an Utrecht maker. Haal een beetje Utrecht bij jou in huis!
• •Spotted: Another happy Utrechter rocking our exclusive 'Utreg Me Stadsie' tee! Want to show off your city pride too? Tap to shop and support local talent! #UtrechtWinkel #JouwUtrechtFanStore #SupportLocalUtrecht