Brand Tone

Modern, Heartfelt, and Stylish

Brand Values

• •Quality and Functionality
• •Health and Wellness
• •The Human-Animal Bond
• •Aesthetic Appeal
• •Sustainability

Best Practices

• •Prioritize "The Pair": Always write as if addressing both the human and the dog. Use inclusive language like "for you both," "your shared style," and "your adventures together" to reinforce the brand's core value of the human-animal bond.
• •Lead with Emotion, Support with Function: Start copy with the emotional benefit (e.g., "Celebrate your bond") before detailing the practical features (e.g., "with our durable, perforated harness that keeps them cool"). This connects with the customer's "why" before explaining the "what."
• •Use an Affectionate Lexicon: Consistently use warm, friendly terms like "best mate," "furry friend," "sidekick," and "companion" instead of just "pet" or "dog." This maintains the heartfelt and personal tone.
• •Emphasize the Australian Context: Mentioning the suitability of products for the "Australian weather" or "Aussie adventures" grounds the brand locally and builds rapport with the target market.
• •Maintain Visual and Verbal Consistency: Ensure the clean, modern, and stylish tone of the copy is always matched by high-quality, bright, and emotive photography. The words and images should work together to tell the same story of style, love, and companionship.

Social Perception

Highly positive. Customers appear to value the quality of the products and their visible benefits, such as the appeal of the treats to picky dogs and their gentle effect on sensitive systems. The brand is perceived as a trustworthy source for premium, health-conscious, and stylish pet products.

Copy Examples

• •Your shared adventures just got a style upgrade. Introducing the Terra Collection harness. Built for comfort, designed to be seen. Because the best memories are made together. #BagsToBones #DogAdventuresAU
• •Style for you. Comfort for them. Gear that celebrates your greatest companion. Shop matching sets.
• •Reward them with the best. Our Kangaroo and Butternut Pumpkin treats are made from a single source of free-range protein and packed with nutrients. No additives, no grains, just pure, delicious goodness that’s gentle on their tummy. Because you know exactly what your best mate deserves.
• •Tired of boring dog gear? At Bags to Bones, we believe your pup's accessories should be as stylish as yours. Discover our range of modern harnesses, durable leashes, and matching sets designed in Australia for you and your best mate. Explore in style.
• •A little treat for you & your sidekick is inside...