Brand Tone

Confident and Edgy, Aspirational & Style-Conscious, Passionate and Authentic, Direct and Unapologetic.

Brand Values

• •Quality and Functionality
• •Aesthetic & Design Excellence
• •Individuality and Self-Expression
• •Community and Connection
• •Leadership and Innovation

Best Practices

• •Speak from a "We" Perspective: Use "we," "us," and "our" to reinforce that the brand is built by a passionate team. This creates a unified and confident voice, as if letting customers in on a movement.
• •Use Action-Oriented, Confident Language: Employ strong verbs and assertive phrasing. Words like "Revolutionise," "Redefine," "Unleash," and "Demand" align with the edgy, leader-in-the-field persona.
• •Focus on the Owner's Identity: Frame the product benefits around the owner's sense of style, pride, and individuality. The copy should sell a lifestyle and an aesthetic that the owner aspires to, with the dog as a key part of that identity.
• •Maintain Visual and Textual Synergy: Ensure the edgy, high-quality tone of the copy is always matched by professional, stylish, and slightly gritty visuals. The look of the photos and videos must reinforce the "streetwear" claim.
• •Avoid Mainstream "Pet" Clichés: Steer clear of overly cute, fluffy, or sentimental language (e.g., "fur baby," "pupper," "doggos" in official copy). While the brand is about the love for a dog, its tone is one of cool respect and partnership, not saccharine sweetness. This maintains the "premium" and "street" credibility.

Social Perception

Cool and Niche, Premium and High-Quality, Authentic and Founder-Led, Innovative.

Copy Examples

• •UNLEASH THE STREETS. The new Onyx Combat Leash isn’t just an accessory. It’s a statement. Built for the bold, designed for the street. Your dog’s style, redefined. Tap to shop. #Ecclesia #StreetwearForDogs #DogGear #K9Revolution
• •DON't JUST WALK. MAKE A STATEMENT. We're revolutionizing dog wear with gear that’s as tough as it is stylish. This isn't for the average dog. This is for yours. DISCOVER THE COLLECTION
• •Your style doesn't end with your own wardrobe. Ecclesia brings premium streetwear to your most loyal companion. We merge uncompromising functionality with a bold, street-inspired look because your dog deserves to be as well-dressed as you are. Stand out from the pack.
• •Welcome to the revolution, [Customer Name]. You're in. And we're glad you're here. At Ecclesia, we do things differently. We saw a world of boring, uninspired dog gear and decided to build something real. Something with style, attitude, and uncompromising quality. Get ready to transform your daily walks into a statement.
• •City vibes only. 🏙️ Our harnesses aren't just for looks, they're built for the concrete jungle. #dogsoftiktok #streetwear #bullybreed #ecclesia #dogfashion