Brand Tone

Caring & Empathetic, Informative & Expert-Driven, Design-Conscious & Stylish, Sustainable & Responsible, Friendly & Approachable, Premium & Quality-Focused

Brand Values

• •Comfort
• •Design & Aesthetics
• •Sustainability & Responsibility
• •Quality & Durability
• •Functionality & Practicality
• •Community & Pet Well-being

Best Practices

• •Prioritize "Comfort for Pet, Parent & Planet": Ensure this guiding principle shines through in all communications. Copy should consistently reflect care for animal well-being, the owner's lifestyle, and environmental responsibility.
• •Marry Design with Function: Always highlight both the aesthetic appeal that integrates with stylish interiors and the practical benefits for pets (e.g., orthopedic support, durability, ease of cleaning).
• •Speak with Empathetic Expertise: Combine a warm, understanding tone towards pets and their owners with clear, informative language about product features, materials (especially sustainable aspects), and the benefits they offer.
• •Maintain a Premium yet Approachable Voice: Use language that conveys high quality, durability, and thoughtful design, but keep it friendly, engaging, and avoid overly technical jargon unless clearly explained (e.g., explaining memory foam benefits). Phrases like "paws-itively smooth" can be used sparingly for approachability.
• •Foster Community and Share Stories: Encourage interaction, use user-generated content (with permission), and share "Tales & Tails" that resonate with pet lovers, reinforcing the brand's connection to its customers and their furry companions.

Social Perception

Positive, Trusted, Aspirational yet Accessible, Caring

Copy Examples

• •Headline: Finally, a Pet Bed That Looks as Good as Your Sofa. And Feels Even Better (for Them). Body: Spoil your furry friend with Fantail’s orthopedic comfort, wrapped in sustainable, home-loving design. Because their well-being and your style shouldn't be a compromise. Explore the collection.
• •Headline: Sustainable Style, Unbeatable Comfort. That’s the Fantail Promise. Body: From recycled memory foam to locally sourced European craftsmanship, every Fantail product is a choice for comfort—for your pet, your home, and the planet. Sleep soundly knowing you've chosen the best.
• •Headline: Muddy Paws? No Problem. Style Intact? Always. Body: Our easy-clean, stain-resistant covers mean less time worrying and more time cuddling. Fantail beds are designed for real life with pets, without sacrificing an ounce of elegance. Keep your home fresh and your pet cozy.
• •Headline: Expert-Designed Comfort, Tail-Waggingly Approved. Body: We collaborate with pet therapists and designers to create beds and cat trees that truly cater to your companion's needs. Give them the gift of ultimate relaxation and support, designed with love and expertise.
• •Headline: More Than Just a Pet Bed. It’s Peace of Mind. Body: Knowing they’re resting on orthopedic support, in a bed built to last, from materials that are kind to the earth. That’s the comfort Fantail brings to pets and their parents. Join the Fantail family.