Brand Tone

Playful, Relaxed, Mindful, Comfort-Focused, Whimsical, and Endearing

Brand Values

• •Comfort & Quality
• •Mindfulness & Well-being
• •Self-Expression & Individuality
• •Joy & Happiness
• •Authenticity & Sincerity
• •Playfulness & Lightheartedness

Best Practices

• •Embrace the "Live Like a Cat" Philosophy: Ensure all copy, from product descriptions to social media posts, reflects the core values of relaxation, comfort, mindfulness, and playful joy associated with feline behavior. Use words and phrases that evoke calm, ease, and contentment.
• •Maintain a Gentle and Encouraging Voice: Avoid aggressive sales tactics. Instead, use a supportive and understanding tone that gently nudges customers towards the brand's lifestyle message. Think of it as friendly advice from a fellow comfort-seeker.
• •Incorporate Playful Language and Cat-Related Puns (Sparingly): While the theme is central, overdoing puns can feel forced. Use them cleverly and appropriately to add a touch of whimsy and reinforce the brand's unique identity (e.g., "purr-fect," "feline good").
• •Highlight Quality and Sensory Details: Consistently mention the premium materials, softness, comfort, and thoughtful design details. Use descriptive language that helps the customer imagine the feel and experience of the product.
• •Stay Authentic and Sincere: Reflect the "quiet sincerity" mentioned by a BoF 500 member. The copy should feel genuine and passionate about the brand's mission, connecting with customers on an emotional level rather than just a transactional one.

Social Perception

Positive Association with Quality, Loved for Comfort and Style, Connection with Cat Lovers, Seen as a Thoughtful Gift, Trustworthy, Emerging International Awareness

Copy Examples

• •Headline: Unwind. Unplug. Unleash Your Inner Cat. Body: Life’s too short to rush. Our latest collection is crafted for slow mornings, cozy afternoons, and finding joy in the purr-fectly simple moments. Drape yourself in comfort. #LiveLikeACat
• •Headline: Serious Comfort. Playful Style. Body: Who says you can't have both? Our new [Product Name, e.g., oversized hoodie] blends premium, soft-touch fabric with a whimsical design that’s all about embracing your relaxed, contented side. It’s not just clothing, it’s a mood.
• •Headline: Gift the Art of Doing Nothing (Stylishly). Body: Know someone who deserves a break? Or maybe that someone is you? The Toby Black [Product Name, e.g., tote bag] isn't just a bag; it's a reminder to pause, breathe, and enjoy. Beautifully packaged, purr-fect for gifting.
• •Headline: From a Cat’s POV: Comfort is King (or Queen). Body: We asked our resident cat guru, Toby, what matters most. The answer? Supreme comfort, effortless style, and plenty of time for naps. Experience the "Live Like a Cat" philosophy with our [Product Name, e.g., 100% cotton tee].
• •Headline: Your Daily Dose of Calm, Woven In. Body: Slip into a Toby Black original and let the day’s stresses melt away. Each piece is a little reminder to slow down, smile, and find your sunbeam. Quality you can feel, a message you can live by. #TobyBlack #MindfulStyle