Brand Tone

Aspirational, caring, and design-conscious, utilizing warm, inclusive, knowledgeable, and passionate language to appeal to dog owners who view their pets as family and an extension of their personal style.

Brand Values

• •Quality & Durability
• •Aesthetic & Design-Led
• •Local Craftsmanship & Authenticity
• •Social & Community Responsibility

Best Practices

• •Always Weave in the 'Why': Don't just sell a leash; sell the story behind it. Every piece of copy should connect back to one of the core values: local craftsmanship, design, durability, or charity. Mentioning 'Handmade in Amsterdam' or the donation aspect reinforces the brand's purpose.
• •Use Aspirational Language: Frame the products as part of a desirable lifestyle. Use words like 'elevate,' 'celebrate,' 'adventure,' and 'companion' to evoke emotion and position the brand as more than just a utility.
• •Maintain a Consistent, Warm Tone: Address the customer and their dog as a unit ('you and your companion'). The tone should be caring and knowledgeable, like a trusted friend who is an expert in quality pet products.
• •Highlight Materials and Benefits: Be specific about what makes the products high-quality. Use terms like 'durable biothane,' 'double-walled stainless steel,' and 'all-weather' to translate features into tangible benefits like longevity, temperature insulation, and reliability.
• •Encourage Community Storytelling: In social media captions and emails, prompt users to share their own 'Gula moments.' Ask questions like 'Where did your Gula leash take you this weekend?' to foster a community and generate authentic user content that aligns with the brand's values.

Social Perception

Gula Dog Care is perceived as a premium, stylish choice in the pet accessories market, well-regarded for its quality, design, and durability. The brand fosters trust and goodwill through its charitable contributions and active engagement with a community that appreciates its aesthetic and focus on the dog-human bond.

Copy Examples

• •Adventure is calling. Our durable, all-weather leashes are handmade in Amsterdam to ensure every journey—from the city park to the mountain trail—is a stylish and secure one. Where will your next adventure take you? #GulaDogCare #HandmadeForHounds
• •Style and substance, handcrafted for your companion. The GULA Classic Collar is more than an accessory; it's a statement of quality. Made from premium, durable materials, it's designed to be as resilient and unique as the dog who wears it. Plus, every purchase helps support a dog in need.
• •Your dog is an extension of you. Don't settle for less. Gula Dog Care offers design-led accessories that match your style and their spirit. From our sleek, insulated bowls to our handmade biothane leashes, discover products made to last. Shop the Amsterdam collection.
• •Subject: It's More Than a Leash. It's a Promise. Hi [Customer Name], When we started Gula Dog Care, we made a promise: to create beautiful, durable products that celebrate the bond you share with your dog. Every item is still handmade with love in our Amsterdam studio, ensuring the quality your best friend deserves. Discover our new arrivals and feel the Gula difference.
• •Text on screen: Handmade in Amsterdam... with passion... for your best friend. Voiceover: From our hands to their paws. Quality they can feel, style you'll love. #DogGear #Handmade #GulaDogCare