Brand Tone

sophisticated, minimalist, and caring. The language is clean, intentional, and elevated, avoiding overly playful or cliché pet-industry jargon. It speaks to the pet owner as a design-conscious individual, using phrases like "thoughtfully curated," "seamlessly blend," and "aesthetic of your space." The voice is calm and reassuring, focusing on comfort, quality, and the quiet joy of sharing a well-designed space with a pet.

Brand Values

• •Curated Design
• •Quality & Durability
• •Pet-Centric Comfort
• •Seamless Integration
• •Intentional Living

Best Practices

• •Use Elevated Language: Avoid overly casual slang or generic phrases. Opt for sophisticated and descriptive words like "curated," "intentional," "seamless," and "aesthetic."
• •Focus on the "Why": Don't just describe the product; explain why it was chosen. Highlight the intersection of design, function, and the bond between pets and their owners.
• •Speak to the Human: While the products are for pets, the copy should address the design-conscious human who makes the purchasing decisions. Appeal to their desire for a beautiful and harmonious living space.
• •Maintain a Calm and Reassuring Tone: The copy should feel as calm and minimalist as the products themselves. It should be confident and serene, never loud or pushy.
• •Emphasize "And," Not "But": Frame the narrative around having a pet and a beautiful home, not a beautiful home despite having a pet. The brand promise is that these two things are not mutually exclusive.

Social Perception

Design for Pets is perceived by its audience as a high-end, boutique retailer for discerning pet owners. Customers view the brand as a trusted source for premium products that are both beautiful and functional. The brand successfully caters to a niche market of consumers who treat their pets as family and are willing to invest in their comfort and the aesthetic harmony of their home. They are seen as the antithesis of a typical big-box pet store, offering a unique and curated selection that feels exclusive and special.

Copy Examples

• •Your best friend deserves a soft place to land. Our new Rest Bed is designed for pups who love open space and soft landings. With simple lines and modern tones, it’s where their comfort meets your home’s calm. #DesignForPets #ModernPetHome
• •Bringing a pet home doesn't mean letting go of your style. Discover pet essentials designed to blend in and quietly stand out. From dining bowls to cozy hideouts, we curate beautiful things for them, and for your home. Explore the collection.
• •Looks like a piece of furniture. Feels like a sanctuary. Our cat trees are designed for climbing, lounging, and fitting perfectly into your living space. Give your cat a view without compromising yours. #CatFurniture #PetFriendlyHome #DesignForPets
• •Subject: New Arrivals: Thoughtful Designs for Modern Pets. We believe the things you choose for your pet should be as intentional as the things you choose for yourself. Our new collection is here, featuring timeless pieces built to last and designed to belong. Discover essentials made for real life, not just for good looks.
• •Essentials for shared spaces. Made for them, made for home. We thoughtfully curate design-forward pet furniture and accessories that enhance the lives of pets and the aesthetics of your space.