Brand Tone

Professional Expertise and Relatable British Humor

Brand Values

• •Efficacy and Performance
• •Trust and Authority
• •Pet Well-being and Safety
• •Problem-Solving
• •Quality Ingredients

Best Practices

• •Lead with the Problem, Solve with Expertise: Start by acknowledging the pet owner's specific pain point in a relatable way (e.g., 'muddy paws,' 'tangled fur,' 'that smell'). Then, seamlessly introduce the product as the expert-formulated solution.
• •Balance Humor with Trust: Pair playful product names and witty copy with constant reminders of the brand's credibility. Always mention 'award-winning,' 'vet-approved,' or 'professional-grade' to reinforce authority.
• •Speak the Benefits, Not Just the Features: Instead of saying 'Contains Pro-Vitamin B5,' say 'Fortified with Pro-Vitamin B5 to improve the health, strength, and condition of your dog's coat.' Connect every feature to a tangible benefit for the pet and owner.
• •Leverage the Power of 'One Wash': For problem-solving products, the promise of efficiency is a powerful motivator. Emphasize concepts like 'effective in one wash' and 'easy-rinse formula to keep washing time to a minimum.'
• •Embrace the Community: Use customer testimonials, photos, and stories in your marketing copy. Phrases like 'Join the thousands of dog owners who trust...' or featuring an 'Ambassador's Choice' product builds social proof and makes the brand feel like a shared secret among those in the know.

Social Perception

Animology is widely perceived as a highly effective, trustworthy, and high-quality brand. It is seen as a 'go-to' for difficult cleaning jobs that other brands can't handle. The 'Fox Poo' shampoo, in particular, has achieved an almost legendary status among dog owners who face this specific issue. The brand is viewed as professional and expert-driven, but its clever and humorous product names make it approachable and memorable. Overall sentiment is extremely positive, with customer loyalty built on the foundation of products that deliver on their promises.

Copy Examples

• •Rolled in something foul? Again? Don't just mask the muck, eliminate it. Our award-winning Fox Poo shampoo is expertly formulated for those moments when your dog's sense of smell is a little *too* adventurous. One wash is all it takes to go from 'OH NO' to 'oh, lovely.' #Animology #FoxPoo #DogLife
• •Your puppy's first baths should be full of love, not harsh chemicals. Our Puppy Love Shampoo is a gentle, pH-balanced formula trusted by vets for the most delicate skin. With Pro-Vitamin B5 and a built-in conditioner, it cleanses softly while ensuring their coat stays fluffy and healthy. Because their adventures are just getting started.
• •The Award-Winning Formula for a Faster, Cleaner Rinse.
• •Trusted by Vets. Adored by Pets. The award-winning solution for every grooming challenge.
• •Animology Fox Poo Shampoo - It Actually Works. The UK's #1 solution for foul odours. Vet-approved, deep-cleaning formula. Get your dog clean and fresh in one wash. Shop now.