Brand Tone

Caring & Compassionate, Adventurous & Active, Trustworthy & Reliable, Positive & Uplifting, Practical & Helpful, Community-Oriented

Brand Values

• •Quality & Durability
• •Made in the USA
• •Canine Welfare & Health
• •Eco-Consciousness
• •Customer Satisfaction
• •Community & Connection
• •Purpose-Driven

Best Practices

• •Lead with Purpose: Always weave in the "why" behind Luwello – the commitment to canine cancer research and enhancing the bond between pets and owners. This emotional core resonates deeply.
• •Emphasize Quality and Origin: Consistently highlight "Made in the USA" and the durability/high-quality craftsmanship of the products. This builds trust and justifies a premium position.
• •Speak the Language of Adventure (with a caring heart): Use active, inviting language that encourages getting out and experiencing life with pets, but balance it with warmth and compassion, reflecting the brand's origins.
• •Show, Don't Just Tell, Practicality: Focus on how the products solve real-life challenges for dog owners (e.g., "juggling coffee and the leash," "creating a calm space").
• •Foster Community and Share Stories: Use user-generated content, testimonials, and the founder's story to build a relatable, authentic connection. Encourage interaction and make customers feel like part of the Luwello family and its mission.

Social Perception

Highly Positive, Ethical & Responsible, Innovative, Founder-Driven, Reliable

Copy Examples

• •Headline: Adventure Together, Worry-Free. Our USA-Made Leashes Keep Up. Body: Explore more trails, more parks, more life with your best friend. Luwello's durable, locally crafted leashes are designed for every journey, big or small. Plus, every purchase helps fund vital canine cancer research. #LuwelloAdventures #MadeInUSA #PawsForACause
• •Headline: Give Them Comfort, Give Back Hope. The Luwello Settle Mat. Body: Create a calm space for your pup anywhere you go with our eco-friendly Settle Mat. Perfect for cafes, visits, or just quiet time at home. And the best part? You're supporting pioneering canine cancer studies with every mat. Quality comfort for them, a brighter future for all dogs. #SettleWithLuwello #CanineCancerSupport #EcoFriendlyPets
• •Headline: Built for Life's Pawsitive Moments. Body: From daily walks to mountain peaks, Luwello gear is crafted in the USA for lasting quality and endless adventures. We believe in products as strong as your bond. That's why 10% of all proceeds go directly to fighting canine cancer, inspired by our own beloved Max. #LuwelloForLife #USAMadeDogGear #DogsAreFamily
• •Headline: More Than Just a Collar. It's a Commitment. Body: A Luwello collar is a promise of quality, durability, and a helping paw to dogs in need. Stylishly designed and proudly made in the USA, it’s a small way to make a big impact in the fight against canine cancer. Join our pack. #LuwelloCares #CraftedForCompanions #AdventureProof
• •Headline: Hands Full? Leash Up Hands-Free & Make a Difference! Body: Juggling coffee, calls, and your furry co-pilot? Our hands-free leashes offer the freedom you need and the security your dog deserves. Made with love in the USA, your purchase supports critical canine cancer research, helping more dogs live longer, happier lives. #LuwelloHandsFree #DogWalkingMadeEasy #PurposeDrivenPetGear