Brand Tone

sophisticated, empathetic, and design-led

Brand Values

• •Respect for Life
• •Quality Living
• •Creativity
• •Diversity & Inclusivity
• •Sustainability and Quality Materials

Best Practices

• •Always Use the "Architecture" Lexicon: Consistently refer to products as "architecture," "structures," or "sanctuaries" instead of just "furniture" or "boxes." This reinforces the brand's unique design-led position.
• •Speak from a Place of Empathy: Whether the voice is the brand's or imagined from the cat's perspective, the tone should always demonstrate a deep understanding of and respect for feline behavior and needs.
• •Maintain Visual and Verbal Harmony: Ensure all visuals (photography, web design) match the sophisticated, clean, and minimalist tone of the copy. The aesthetic should be as high-quality as the products themselves.
• •Prioritize "Benefit to Both": Frame product benefits to address the needs of both the cat (comfort, security, instinct) and the human (aesthetics, cleanliness, harmony in the home).
• •Educate, Don't Just Sell: Use copy to explain the why behind design choices—how a specific feature benefits the cat's well-being or solves a problem for the owner. This builds trust and justifies the premium price point.

Social Perception

premium, niche, and aspirational brand; perceived as "the mansion of the cat litter box world" for cat lovers who are also design enthusiasts

Copy Examples

• •Your domain is more than just a home; it's a landscape to be explored. From the quiet sanctuary of your favorite perch to the thoughtful design of your private lavatory, every structure is built with your world in mind. This isn't just furniture; it's architecture for the discerning feline. This is Giboo.
• •Good design solves a problem. Great design does it beautifully. The HaoBien Litter Box integrates seamlessly into your living space, transforming a daily necessity into a statement of style. Because your home's aesthetic shouldn't have to compromise for your cat's comfort. Love your cat. Love your home.
• •Crafted from solid, sustainable Birch Plywood and finished with a hygienic stainless steel basin. We build our 'Cat Architecture' not just for a season, but for a lifetime of purrs, headbutts, and quiet companionship. Invest in quality that respects your pet and your home.
• •It started with a cat named Bimka and a simple desire: to create a shared space of comfort and beauty. Every line, every material, every structure we design is a continuation of that love story. Giboo is more than a brand; it's our promise to you and your furry family.
• •Elevate your cat's daily routine and reclaim your space. The HaoBien Litter Box offers superior odor control, minimizes litter tracking, and complements your modern home. Discover the perfect union of function and form. Shop the collection now.