Brand Tone

Adventurous, Playful, Friendly, Approachable, Modern, Stylish, Caring, and Trustworthy.

Brand Values

• •Adventure and Outdoor Lifestyle
• •Quality and Durability
• •Style and Individuality
• •Comfort and Pet Well-being
• •Practicality and Convenience
• •Australian-Owned

Best Practices

• •Use 'you' and 'your furry friend.'
• •Share personal touches where appropriate, like the brand's own dog-inspired story.
• •Avoid overly technical jargon.
• •Be Genuinely Caring: Let the concern for animal well-being shine through by focusing on product safety, comfort features, and the use of quality materials designed for a dog’s happiness.
• •Stay True to Australian Roots (Subtly or Overtly): Where relevant, incorporate a sense of local pride or the Australian lifestyle, connecting with the target audience on a cultural level.

Social Perception

Positive customer feedback, trusted for quality and style, associated with adventure, and emerging brand.

Copy Examples

• •RULEY CO is an Australian pet accessory brand that embodies the spirit of modern dog owners getting you ready for every adventure.
• •Spend less time cleaning and more time playing.
• •Experience the difference quality makes on your daily walks and epic journeys.
• •What adventure will you choose today?
• •Puppy Hugs and Kisses.