Brand Tone

Aspirational & Stylish, Passionate & Caring, Friendly & Engaging, Playful & Fun, Confident & Authoritative

Brand Values

• •Quality & Excellence
• •Style & Fashion
• •Canine Well-being & Happiness
• •Community
• •Innovation
• •Australian Owned

Best Practices

• •Embrace "Canine Couture" with Heart: Always balance the stylish, fashion-forward language with genuine care and love for dogs. The luxury aspect should feel indulgent but also deeply considerate of the pet's comfort and happiness.
• •Use Playful Elegance: Incorporate sophisticated vocabulary alongside light-hearted, dog-related puns or phrases (e.g., "paw-fection," "bow wowing"). This keeps the tone aspirational yet approachable and fun.
• •Highlight Quality and Australian Roots: Consistently mention the premium quality of materials, craftsmanship, and, where applicable, Australian design or manufacturing. This reinforces trust and the brand's value proposition.
• •Speak to the "Pet Parent" Persona: Address the customer as a discerning "pet parent" who views their dog as a cherished family member and wants the best for them. Use language that resonates with pride in their pet.
• •Maintain Visual-Verbal Harmony: Ensure the copywriting style consistently matches the high-quality, stylish imagery used across platforms. The words should enhance the visual story of a sophisticated, caring, and fashion-conscious brand.

Social Perception

Customers generally perceive DOGUE as a premium, high-quality brand offering stylish and unique products for their pets. Those who use their services like grooming or the Country Retreat often express satisfaction with the level of care provided. The "designer" aspect is a key draw for many. DOGUE is recognized as a pioneer in the Australian "Canine Couture" market. It's seen as a sophisticated and established brand that has successfully carved out a niche by focusing on high-end pet fashion, accessories, and premium services.

Copy Examples

• •Headline: Spoil Your Pup with a Dash of DOGUE. Body: Because they're not just pets, they're family. Discover our latest collection of designer accessories and everyday luxuries, crafted with love and an eye for style. Pamper them with the best, because they deserve it. #DOGUEStyle #CanineCouture (Tone: Aspirational, Caring, Stylish)
• •Headline: Adventure in Style. Comfort in Every Step. Body: From city strolls to countryside explorations, our new season walk-wear combines fashion-forward design with ultimate comfort and durability. Let your furry friend step out in confidence and turn heads for all the right reasons. Shop the collection online and in-boutique. #DOGUEAdventures #DogFashion (Tone: Stylish, Confident, Aspirational)
• •Headline: More Than Just a Stay. It's a DOGUE Holiday! Body: Imagine your beloved companion enjoying days filled with play, pampering, and pure joy at our DOGUE Country Retreat. We're barking mad about providing exceptional care and a luxurious escape for your dog. Limited spots available – book their dream getaway! #DOGUECountryRetreat #LuxuryDogBoarding (Tone: Playful, Caring, Premium)
• •Headline: Groomed to Paw-fection. Body: Our expert groomers at DOGUE Spa blend artistry with gentle care to ensure your dog not only looks fabulous but feels it too. From a stylish trim to a full pamper session, we cater to every canine's whim. Book their next transformation today! #DOGUESpa #DogGroomingExperts (Tone: Confident, Caring, Stylish)
• •Headline: Join the DOGUE Pack! Body: We're more than just a brand; we're a community of passionate dog lovers! Share your #DOGUE moments with us and connect with fellow style-savvy pet parents. Follow @clubdogue for your daily dose of canine chic and exclusive updates. #ClubDOGUE #DogLoversAustralia (Tone: Friendly, Engaging, Community-focused)