Brand Tone

Aspirational & Stylish, Affectionate & Playful (towards pets), Confident & Passionate, Helpful & Engaging

Brand Values

• •Style & Aesthetics
• •Quality & Functionality
• •Enrichment of Pet-Human Bond
• •Modernity & Minimalism
• •Affordability (within its niche)
• •Sustainability & Ethical Considerations (emerging)

Best Practices

• •Develop a Brand Voice Guide: Document FURB's specific tone attributes (e.g., sophisticated yet warm, witty but not silly, design-focused), along with a list of "words we use" and "words we avoid." Share this with anyone creating content.
• •Prioritize "Elevated" Language: Consistently use vocabulary that reflects quality, style, and sophistication (e.g., "curated," "meticulously," "artisanal," "sumptuous," "chic") while ensuring it remains accessible and not overly pretentious.
• •Speak to the "Fashion-Forward Pet Parent": Address the customer as someone who values aesthetics, design, and quality for themselves and their pets. Highlight how products integrate seamlessly into a stylish home and lifestyle.
• •Balance Style with Pet-Centric Affection: While the human is the buyer, the pet is the end-user. Infuse copy with genuine love and understanding of pets, their needs, and the joy they bring. Use endearing but not overly sentimental terms.
• •Maintain Visual and Textual Consistency: Ensure the copy's tone aligns with the high-quality, modern, and clean visuals used on the website and social media. This synergy reinforces the brand identity.

Social Perception

Positive for Style and Quality, Seen as a Premium/Elevated Brand, Concerns about Sizing and Practicality in Some Cases, Appreciation for Customer Service, Growing Reputation

Copy Examples

• •Product (New Bed): "Indulge your devoted companion and elevate your space. Our All Curled Up Bed isn't just a place to rest; it's a statement of love, crafted with sumptuous materials and a design that whispers modern elegance. Because their comfort should be as stylish as your home."
• •Social Media (Instagram post featuring a dog in a sweater): "Sweater weather, but make it FURBulous. ✨ [Pet's Name] is redefining cozy-chic in our latest knit. Who says comfort can't have a little couture? Tap to treat your top model. #FURBStyle #DogFashion #ElevatedPetLiving"
• •Email Marketing (New Collection Launch): "This season, we're curating more than just pet essentials; we're crafting experiences. Discover the new FURB collection – where impeccable design meets unwavering devotion. For the pet who deserves the world, and the human who loves to give it."
• •Website Banner (Homepage): "FURB: Beyond Pet Supplies. Curated lifestyle pieces for the discerning pet and their equally stylish human. Explore thoughtfully designed essentials where fashion meets fur."
• •Product (Collar & Leash Set): "Adventures await. Make every stroll a stylish affair with our Wylde Leash and Collar set. Crafted from premium materials for lasting comfort and undeniable flair, because your best friend deserves to step out in style. #FURBAdventures #LuxuryPetWear"