Brand Tone

sophisticated, minimalist, and caring. It communicates a deep appreciation for both design and animal welfare, using clean, direct, and aspirational language. It is also informative, reassuring, and has a playful, endearing undertone.

Brand Values

• •Design and Aesthetics
• •Quality and Durability
• •Sustainability
• •Animal Welfare
• •Innovation

Best Practices

• •Lead with Design, Follow with Function: Always frame the products first as beautiful design objects that enhance the home. Then, detail how their features benefit the cat's health and happiness.
• •Use Sophisticated and Clean Language: Avoid overly casual slang or complex jargon. The copy should be as clean, elegant, and minimalist as the products themselves.
• •Tell the Story: Consistently weave in the brand's origin story and its connection to animal welfare. This builds an emotional connection and reinforces the brand's authenticity.
• •Emphasize "For You and Your Cat": Address both the human owner and the pet. Acknowledge that the products solve a problem for design-conscious humans while providing a better life for their cats.
• •Leverage Social Proof and Aspiration: Feature high-quality user-generated content and continue to highlight endorsements like the Choupette collaboration and design awards to reinforce the brand's premium status.

Social Perception

LucyBalu is perceived as a premium, high-end brand for "cat lovers who are also design lovers." It's seen as a luxury brand offering aesthetic solutions for pet furniture in stylish homes, valued for its design, quality, durability, authenticity, and passionate founding story.

Copy Examples

• •Your cat sees the world from above. Your home sees a work of art. The new SWING hammock The new SWING hammock where minimalist design meets your cat's favorite vantage point. Style for your home, comfort for them.
• •Good design shouldn't be disposable. Our WALLPAPER scratching board is built to last, with replaceable cardboard to satisfy every scratch. Protect your furniture and honor your design aesthetic. The beautiful choice is also the sustainable one.
• •Meet Leo, enjoying his Sunday from his favorite spot. We love seeing our designs become a part of your family's life. Share your moments with #lucybalufamily. (Photo by @customer_handle)
• •Dinnertime, elevated. Our DINE feeding station offers an ergonomic height for your cat's comfort and a sleek design for your modern kitchen. Because mealtime should be a beautiful experience for everyone in the family.
• •It started with a shelter. And a belief that cats deserve beautiful, thoughtful design. Discover the story behind LucyBalu and our commitment to quality, sustainability, and the well-being of our most beloved companions.