Brand Tone

Community-Oriented & Inclusive, Nurturing & Responsible, Passionate & Enthusiastic, Practical & Informative.

Brand Values

• •Human-Animal Bond
• •Quality & Curation
• •Community
• •Accessibility
• •Well-being

Best Practices

• •Always Include "Them": In every piece of copy, whether about human or pet gear, find a way to connect it back to the shared experience. A human backpack isn't just for you; it's for carrying the gear for *both* of you.
• •Use "We" and "Your": Write as a passionate member of the community. Use "we" to share excitement ("We love this new product") and "you/your" to speak directly to the customer's needs ("Your dog will love the freedom...").
• •Prioritize Verbs of Experience: Focus on words like explore, share, discover, protect, comfort, and enjoy rather than just technical specs. Sell the memory, not just the product.
• •Embrace the "Pawrent" Persona: Use language that resonates with dedicated dog owners. Terms like "adventure buddy," "co-pilot," and "furry family member" reinforce the brand's core value.
• •Show, Don't Just Tell, Community: Continuously solicit and feature user-generated content (UGC). This is the most powerful way to prove the brand's community value and build social proof, transforming customers into brand ambassadors.

Social Perception

Customers perceive Ferox Outdoor Co as a unique and needed specialist in the Hong Kong market, the go-to retailer for taking dogs camping and hiking. They are seen as trustworthy and reliable due to their curated, high-quality international brands. Through social media, they are regarded as a central community hub for dog-loving outdoor enthusiasts in Hong Kong.

Copy Examples

• •Your adventure buddy deserves the best support. The new [Harness Brand] harness is built for comfort and security, from the Dragon's Back to a stroll in the park. Because when they're comfortable, the adventure is better for everyone. Tag a friend who needs to see this! #FeroxOutdoor #HKDogs #DogFriendlyHiking
• •Get ready for the trails! This weekend only, get 15% off all human daypacks and canine travel bowls. Gear up the *whole* family and make some memories. #FeroxFamily
• •Did you know your dog's nose can get sunburned? Before you hit the beach, make sure they're protected. We're proud to be the exclusive Hong Kong home for My Dog Nose It sunscreen. Gentle, effective, and ready for any adventure. #DogSafety #FeroxCares
• •How do you and your best friend enjoy the outdoors? Share your favorite trail moments using #FeroxAdventures for a chance to be featured! Let's fill Hong Kong's trails with happy paws.
• •The new [Tent Brand] two-person tent is light on your back and spacious enough for you and your co-pilot. Set up camp faster, and get to the good part: enjoying the view together. #CampingWithDogs #FeroxOutdoor