Brand Tone

Edgy, nostalgic, and unapologetically humorous with a bold, quirky, and masculine edge that favors directness over sentimentality.

Brand Values

• •Individuality
• •Breed Pride
• •Creative Freedom
• •Character-Driven Design
• •Niche Expertise
• •Expressiveness
• •Casual Authenticity

Best Practices

• •Lean into anthropomorphism by writing as if the dog in the design has a distinct, real-life personality and attitude.
• •Avoid 'cute' overload by bypassing sentimental language in favor of words like 'Legend', 'Attitude', and 'Vibe'.
• •Highlight the niche by incorporating breed-specific traits, such as the bravery or high energy of Miniature Pinschers, into the narrative.
• •Use visual and era-specific cues to align the copy with the design's theme, such as using 70s slang for hippie-themed products.
• •Employ direct and punchy Calls to Action (CTAs) like 'Grab the gear' or 'Get the look' to maintain a no-nonsense brand voice.

Social Perception

A 'discovery' brand for the 'Cool Owner' community, perceived as creative and slightly underground, offering unique conversation-starter pieces that reject big-box retail genericness.

Copy Examples

• •Channel those retro vibrations. Our 70s Hippie Min Pin Tank Top combines vintage soul with small-dog attitude. Because your pup was born in the wrong decade, and it’s time the world knew it.
• •Standard dog shirts are boring. Your Min Pin is a legend. Get the gear that matches the vibe—from gym-rat pups to smoking-and-driving rebels. Shop CyberMutz and upgrade your dog-dad game.
• •Who says Min Pins can’t be tough? Check out our latest 'Gym Puppy' collection. New designs for the dogs that run the house (and the treadmill).
• •Cool Designs for Dog Lovers. No Fluff. All Attitude. Shop the Min Pin Collection.
• •Driving, smoking, and looking cooler than you. Check out our latest Min Pin drops. Limited edition designs for the owner who knows their dog is the boss.