The story behind aufneu.com.
“Auf neu” is what Germans say when something gets a second life. This set covers it completely: .com, .de and .app, with and without the hyphen. A warm, positive brand for the German-speaking market, now with the .de that German customers type first.
“Gutes beginnt noch einmal.”
Why it works
Auf Neu frames refurbished goods as a fresh beginning, not a compromise. In German, the phrase sounds friendly and familiar enough for an everyday consumer brand.
- 01The phrase communicates a fresh start in everyday German
- 02Neu gives the brand a positive forward-looking tone
- 03The two short words sound friendly and easy to recall
What it could become
- Refurbished goods marketplace9.3
- Secondhand and vintage retail8.7
- Circular repair service8.0
- Home renovation studio7.4
- Fresh start and habit apps6.2
Positioning
Auf Neu makes refurbished products feel desirable, trustworthy and ready for their next chapter. It gives German-speaking shoppers a positive alternative to buying new.
Brand score
8.4/10
The honest note
The idiom and its appeal are strongest in German-speaking markets.
