Brand Tone

Playful Luxury, Whimsical & Eclectic, Confident & In-the-Know, Approachable & Genuine

Brand Values

• •Artisanal Heritage & Quality
• •Bold Self-Expression
• •Curated Uniqueness
• •Cultural Relevance
• •Customer-Centricity & Philanthropy

Best Practices

• •Marry Luxury with Levity: Always balance premium language ("artisanal," "handcrafted," "exclusive") with playful, engaging, and sometimes slightly informal phrasing. Use enthusiastic punctuation and emojis where appropriate on social media to make the luxury feel fun and approachable.
• •Lead with the Narrative: Center all copywriting around the brand's unique stories. Whether it’s the Italian factory origin story, the "new-vintage" concept, or the "As Seen on TV" angle, this narrative is the strongest differentiator.
• •Leverage Social Proof Confidently: Treat every media mention and celebrity collaboration as a headline. Integrate phrases like "The Original," "The World-Famous," and "As Seen In" into product titles, descriptions, and ads to reinforce authority and desirability.
• •Cultivate an "Insider" Community: Use language that creates a sense of exclusivity and anticipation. Terms like "VIP access," "limited restock," "pre-order," and "be the first to know" in emails and social posts make customers feel like part of a special club.
• •Speak the Language of Maximalism: Use a rich, descriptive vocabulary. Words like "vibrant," "fabulous," "decadent," "bold," "iconic," and "treasure" should be woven throughout all copy to consistently reinforce the brand's core aesthetic and appeal to its target audience.

Social Perception

Iconic and Trend-Setting, Premium and High-Quality, A Maximalist Authority

Copy Examples

• •Hand-painted in Italy. Star of the screen in The Regime and Ted Lasso. Our iconic 'Arlo' leopard is more than decor—it's a piece of television history. Due to their handmade nature, our statues are released in small, exclusive batches. Pre-order yours now before the next collection sells out.
• •Psst... you didn't hear it from us, but your living room is craving something fabulous. As seen at the Trixie Motel, our world-famous 'Frenchie' Pink Leopard is back in stock. Be the first to bring home the magic—shop the collection before it sashays away again!
• •Meet the statue that started a sensation. Our 'Frenchie' Pink Leopard, made famous in Keeley's office on Ted Lasso, is a tribute to bold, unapologetic style. Each one is handcrafted in Italy from the original 1980s molds, making it a true 'new-vintage' icon. Embrace the unexpected. Think Pink.
• •Your home should tell your story. Ours is one of rediscovering treasure, celebrating vibrant self-expression, and saying no to beige. For the eclectic, the decadent, and the beautifully unique—this is Dogwood Lifestyle. How will you tell your story?
• •Get The Regime look. Kate Winslet's chancellor wasn't the only one making a statement. Flanked by our 'Arlo' leopards, the palace set design exuded opulent power. Command attention in your own home with a piece of true artisanal craftsmanship. Shop the As Seen On TV edit.