Brand Tone

Heartfelt, Stylish, and Ethical

Brand Values

• •Friendship and Loyalty
• •Ethical and Animal-Friendly Practices
• •Style and Individuality
• •Community and Social Responsibility

Best Practices

• •Lead with the Bond: Always frame the product within the context of the human-animal bond. Use words like "friendship," "loyalty," "bond," "together," and "match."
• •Highlight Ethical Choices: Consistently mention "vegan leather" or "animal-friendly" materials in product descriptions and "About Us" sections to reinforce this core value.
• •Integrate the "Why": Remind customers that their purchase has a purpose. Regularly feature the donation to Lara Guide Dogs in social media posts, email newsletters, and on the website checkout page.
• •Use Storytelling: Lean into the mythological origin of the brand name. The story of Argus is a powerful narrative that differentiates the brand and adds emotional depth.
• •Maintain a Warm and Inclusive Tone: The copy should always feel welcoming, positive, and celebratory. Address the customer as part of a special community of devoted pet owners. Encourage them to share their stories and photos.

Social Perception

ArgusCollar is perceived as a niche, premium brand that offers more than just a product; it offers an experience. Customers see it as a thoughtful gift, fashion-forward, ethically conscious, and community-oriented.

Copy Examples

• •True friendship is a perfect match. Show the world the unbreakable bond you share with your best friend. Our vegan leather collars and matching bracelets are made for the moments that connect you. #ArgusCollar #BestFriendsMatch
• •Style You Can Share. A Collar For Them, A Bracelet For You. Inspired by the ultimate story of loyalty. Crafted from ethical vegan leather. Every purchase supports training a guide dog for someone in need. Discover the collection that celebrates your friendship.
• •For the dog with distinguished taste and the owner who appreciates timeless style. The 'Gentleman' set embodies classic elegance with its clean lines and durable, animal-friendly vegan leather. It’s more than an accessory; it’s a statement of your shared journey.
• •Wear Your Friendship. The original matching collar and bracelet for you and your dog.
• •A Gift For Your Best Friend (And For You!)