Brand Tone

Stylish, sassy, aspirational, with a friendly and personal undercurrent.

Brand Values

• •Design & Style
• •Quality & Durability
• •Passion for Dogs
• •Small Business & Personal Touch

Best Practices

• •Lead with "Sass": Always frame the product from the dog's "sassy and fierce" perspective, using confident, bold, and slightly playful language while avoiding generic pet-industry jargon.
• •Highlight British Heritage and Quality Materials: Consistently mention "British Design" and premium materials (e.g., "Harris Tweed," "plush velvet") in all copy to reinforce quality and premium positioning.
• •Speak to the Owner's Aspirations: Tailor language to owners who view their dog as an extension of their personal style, utilizing fashion-forward terms like "collection," "icon," "signature look," and "curated."
• •Balance Style with Substance: Ensure stylish descriptions are always backed by practical benefits, pairing aesthetic appeal with features like "Supaw Strong" durability or "comfortable for all-day wear."
• •Foster the Pack: Employ inclusive, community-building language in social media and emails, encouraging user-generated content and using phrases like "join the pack."

Social Perception

Overwhelmingly positive; products are perceived as beautiful, high-quality, well-made, and stylish. Customers view it as a trusted brand with effective sizing and good customer service, valuing the unique designs.

Copy Examples

• •Your hound wasn't born to blend in. Unleash their inner icon with our new 'Midnight Velvet' collection. Crafted in Britain for the unapologetically fierce. Tap to shop the look.
• •Don't just walk the dog. Own the walk. Designer accessories for the sassy and sophisticated hound.
• •Your style doesn't end where their leash begins. Discover Hounds of Eden's designer collection of Harris Tweed and Velvet collars, harnesses, and leads. British design, built to last. Shop now for 10% off your first order.
• •For the Hound Who Has Everything (But This).
• •Engineered for the human, designed for the walk. Our Ultimate Dog Walking Bag combines London-bred style with effortless practicality. Featuring a built-in poop bag dispenser and an interchangeable strap, it’s the only accessory you’ll need to turn the pavement into your personal catwalk.