Brand Tone

Aspirational, Chic, and Companion-Focused

Brand Values

• •Thoughtful Design
• •Uncompromising Quality
• •Community

Best Practices

• •Lead with Lifestyle, Support with Function: Always frame the product within an aspirational lifestyle context first. Then, follow up with the functional benefits that make this lifestyle possible.
• •Use a Refined & Modern Lexicon: Stick to a vocabulary that reflects the brand's chic aesthetic, using words like "sleek," "curated," "essentials," "understated," "modern," and "timeless."
• •Speak to the "Dog Parent": Address the customer as a discerning "dog parent," reflecting a shared understanding of the deep bond between humans and their dogs.
• •Champion the Community: Continuously integrate user-generated content into marketing, celebrating customers and their dogs to foster a sense of belonging.
• •Maintain Visual and Textual Harmony: Ensure the clean, minimalist, and warm aesthetic of the photography is mirrored in the concise, well-structured, and uncluttered copy.

Social Perception

Highly positive, particularly concerning aesthetics and product quality. Perceived as a niche market leader for aesthetic/modern dog gear, with customers willing to pay a premium for unique design and high quality.

Copy Examples

• •At home with the essentials. Style isn't just for the streets. Our All-Weather Collar is designed to be as comfortable as it is chic, making it the perfect everyday accessory for your best friend. Waterproof, durable, and effortlessly modern. #digbydog
• •Thoughtfully Designed for Modern Dogs and Their People. Explore our collection of all-weather essentials, built to make every adventure better.
• •New Classics: Your Dog’s Wardrobe, Reimagined.
• •Meet your new favorite walking partner. Our All-Weather Leash combines minimalist design with maximum durability. Crafted from a soft-touch, waterproof coated webbing and finished with our sturdy signature hardware, it’s engineered for comfort and control in any condition. Mud and dirt? Just rinse it clean. It's the last leash you'll ever need.
• •Upgrade Your Walks. Tired of pet gear that clashes with your style? Digby Dog creates sleek, durable, and waterproof accessories that look as good as they perform. From city streets to countryside trails, our gear is designed for the journey. Shop the collection now.