Brand Tone

Raw & Unfiltered, Authentic & Traditional, Resilient & Stoic, Direct & No-Frills, Potentially Darkly Humorous/Ironic, Welcoming (in its own way)

Brand Values

• •Authenticity: Being true to its roots and its gritty St. Pauli identity. It values being a real place.
• •Tradition/Continuity: Maintaining its character and operations (like 24/7 opening) over decades.
• •Inclusivity (of a specific kind): A place for Originale, night owls, and those seeking an experience outside the mainstream. It’s a melting pot.
• •Resilience: Standing the test of time and maintaining its identity in a rapidly changing neighborhood.
• •Unaltered Reality: It offers an unvarnished glimpse into a specific subculture and history, without pretense.

Best Practices

• •Embrace the Grit, Don't Polish It: The core appeal is its raw, unfiltered nature. Copy should reflect this by being direct, unpretentious, and avoiding overly polished marketing language or corporate speak.
• •Acknowledge the Elephant (Carefully): The Fritz Honka history is unavoidable. While not necessarily glorifying it, the brand can subtly acknowledge its notorious past as part of its undeniable identity and history. This can be done through allusions or by focusing on the survivor aspect of the bar. User-generated content often handles this more directly.
• •Keep it Simple and Direct: Short, declarative sentences. No frills. The language should be as straightforward as the bar itself. Get to the point.
• •Highlight Longevity and Tradition: Emphasize its status as a long-standing institution, a KultKneipe that has seen it all. Words like original, since 1953, unchanged reinforce this.
• •Speak to the In-Crowd (while being understandable to newcomers): Use language that resonates with those who appreciate its unique culture (e.g., Kiez, Originale, St. Pauli spirit) but ensure the core message is clear even to those less familiar, focusing on its 24/7 nature, its history, and its iconic status as a dive bar. Avoid being overly exclusive, but maintain the sense of being a special, known place for those who get it.

Social Perception

Iconic & Legendary Dive Bar, Historically Tainted/Notorious, Authentic St. Pauli Experience, A Relic of the Past, Polarizing, Tourist Attraction (of a specific kind)

Copy Examples

• •Headline: Zum Goldenen Handschuh. Since 1953. Some things don't need to change. Body: Still here. Still open. Still St. Pauli. 24/7.
• •Headline: Not for everyone. And that's okay. Body: We're the original. The dive. The legend. If you know, you know. Zum Goldenen Handschuh – your unfiltered St. Pauli anchor.
• •Headline: The Night is Always Young Here. Body: Morning, noon, or the dead of night. The doors at Zum Goldenen Handschuh are always open. Your 24/7 St. Pauli reality check.
• •Headline: More Stories Than We Can Tell. (And some we probably shouldn't.) Body: Pull up a stool at Zum Goldenen Handschuh. Become part of the history. Or just quietly observe it. We don't judge.
• •Headline: Before 'Authentic' Was A Buzzword. Body: We've just been... us. Zum Goldenen Handschuh. St. Pauli's enduring local. Here when you need us.