Brand Tone

Aspirational, minimalist, and community-focused; sophisticated yet approachable. It is positive, emphasizing quality, design, and the bond between humans and their dogs, avoiding jargon for a warm, inspiring, and polished voice.

Brand Values

• •Aesthetic & Design
• •Quality and Functionality
• •Sustainability
• •Community
• •Curation and Trust

Best Practices

• •Always start content from the perspective of the brand's core values: design, function, and community. Every post, ad, and description should answer why a product fits the Dogs Collective philosophy, not just what it is.
• •Frame the narrative around the shared experience of the owner and their pet. Use inclusive language like "for you and your dog" to reinforce the bond and position the products as beneficial for both.
• •Ensure all imagery aligns with the minimalist, clean, and modern aesthetic. Use similar color palettes, lighting, and high-quality photography across the website, social media, and marketing materials to reinforce the premium feel.
• •Actively build the community aspect. Encourage user-generated content by creating a unique hashtag, feature customers' dogs and homes (with permission), and use language that fosters a sense of belonging, such as "Become part of the collective".
• •The copy should mirror the minimalist design. Use clear, concise, and elegant language. Avoid slang, excessive emojis, or overly casual phrasing. The tone should be warm and inspiring but always polished and sophisticated.

Social Perception

As a newly launched brand, Dogs Collective's social perception is currently controlled and projected through its own channels. The initial impression is that of a premium, boutique-style retailer targeting a niche market of design-savvy dog owners in Germany, with a neutral starting point due to the lack of broad public reviews.

Copy Examples

• •Your style. Your dog. Your home. Our beds are more than just a place to sleep—they're a statement. Designed for discerning dogs and their people. #DogsCollective #DesignForDogs #FormFollowsFunction
• •No more compromises. Do you love minimalist design, but also your dog? At Dogs Collective, you don't have to choose. We curate functional and aesthetic products that seamlessly integrate into your life. Discover our collection now and get 10% off your first order. #MinimalistDog #ModernLiving #DogLovers
• •Walk in Style. Functionality meets aesthetics. Discover our new leash collection for the modern city dog.
• •Welcome to the Collective! Hi [Name], we are more than just a shop. We are a community of design lovers and dog enthusiasts who believe our four-legged companions deserve only the best. Thank you for being part of our journey. As a thank you, here is your 10% welcome discount. Happy exploring! Your Dogs Collective Team.
• •Not just a toy, but a piece of design for your home. The 'Monti' snuffle ball promotes your dog's intelligence while also looking good. Made from sustainable materials because we care about quality and our environment. Perfect for hours of stylish activity.