Brand Tone

Inspirational, Trustworthy, and Companion-focused.

Brand Values

• •Quality and Durability
• •Sustainability and Environmental Responsibility
• •Design and Functionality
• •Adventure and an Active Lifestyle
• •Animal Welfare

Best Practices

• •Lead with the "Why": Always start with the emotional driver—the adventure, the bond, the love for design—before detailing product features. Connect the product to the experience it enables.
• •Use Storytelling: Frame products within a narrative. Instead of just listing specs, describe a scenario: a mountain hike, a quiet meal at home, or a morning walk in the city. Use customer stories and user-generated content to make it authentic.
• •Emphasize "We" and "You": Use inclusive language that speaks directly to a community of dog lovers. Phrases like "For dogs like yours" or "We created this because we know..." foster a sense of shared values and belonging.
• •Be Transparent about Quality and Sustainability: Don't just say a product is "high-quality." Explain what makes it so—"crafted in Germany," "made from recycled polyester," "ergonomically tested." This transparency builds trust and justifies a premium price point.
• •Maintain Visual and Verbal Synergy: Ensure the tone of the copy always matches the visual identity. If the images are adventurous, rugged, and beautiful, the text should be inspiring, confident, and evocative. The clean, minimalist product shots should be paired with clear, concise, and design-oriented copy.

Social Perception

The public perception of Jaska is largely positive, particularly among customers who value quality and design. There is appreciation for the stylish appearance, sturdiness, and high-quality craftsmanship of products like the "Hundebar" feeding stations. The brand's commitment to sustainability and local production resonates well. The active and aesthetically pleasing Instagram feed, featuring user-generated content, fosters a strong sense of community and reinforces the brand's image as a desirable choice for modern, conscientious dog owners who seek a blend of functionality and design that fits well within a stylish home environment.

Copy Examples

• •The trail is calling. The summit is waiting. Your best friend is ready. Our ARC harness is built for every adventure you can dream of, providing comfort and security from the first step to the last. Where will you go next?
• •Style shouldn’t end at the leash. The Jaska Hundebar combines minimalist design with ergonomic comfort, creating a feeding station that complements your home and cares for your dog. Beauty and function, in every bite.
• •Every purchase makes a promise: to our dogs and our planet. By choosing Jaska, you’re not just investing in German-made quality; you’re supporting reforestation and a more sustainable future. Gear up for good.
• •Your adventures are our inspiration. Tag #JaskaDoggos to share a photo of your co-pilot on the trail! This week's featured adventurer is @[username], exploring the forests with our classic leash. Thanks for sharing!
• •Tired of the clatter and mess at mealtime? Our Hundebar features non-slip silicone rings and a sturdy frame to keep bowls in place. For a peaceful, clean, and comfortable dining experience. Finally.