Brand Tone

friendly, approachable, encouraging, youthful, positive, relatable, fun, and non-judgmental

Brand Values

• •Accessibility
• •Transparency
• •Aesthetics
• •Ethical Production
• •Sustainability

Best Practices

• •Maintain a Positive and Encouraging Tone: Always frame sustainability as an exciting and achievable lifestyle choice, not a restrictive one. Use upbeat and optimistic language.
• •Lead with Style and Aesthetics: Showcase the beauty and desirability of the products first, with their eco-credentials as a powerful supporting reason to buy.
• •Be Transparent and Educational (but keep it simple): Briefly explain the "why" behind your product choices (e.g., "made from recycled materials to reduce waste") without overwhelming the audience with technical jargon.
• •Use Relatable Language: Acknowledge the challenges of sustainable living (like the "not very sexy" aspect) to build a stronger connection with your audience.
• •Emphasize Community and Shared Values: Use inclusive language ("we," "us") to foster a sense of a shared mission between the brand and its customers. Highlight customer testimonials and user-generated content to build social proof.

Social Perception

A trustworthy and innovative curator of high-quality, eco-responsible goods; convenient one-stop-shop for ethical products; positive and non-judgmental; reliable filter against greenwashing; authentic and community-focused.

Copy Examples

• •Tired of the eco-friendly aisle looking a little… beige? We get it. That’s why we’ve curated a collection of beauty, home, and fashion essentials that are as good for the planet as they are for your style. Let's make sustainability vibrant. #Doog #EcoChic #SustainableLiving
• •Say goodbye to greenwashing and hello to genuinely good products. At Doog, we do the homework for you, selecting only the most ethical and stylish eco-responsible brands. Shop with confidence and add a splash of color to your conscious lifestyle. [Link to website]
• •A fast-paced video showcasing a "day in the life" using only Doog products. Upbeat music with text overlays like: "Morning coffee in a recycled mug," "Sustainable skincare that actually works," "Fashion that doesn’t cost the earth." The video ends with the tagline: "Doog: Making 'good' choices easy and fun."
• •Eco-responsible, but make it fashion. Discover our handpicked selection of beauty, home, and style essentials that are kind to the earth and a joy to use. Because doing good should feel good too.
• •Ready to break up with boring eco-products? 🔥