Brand Tone

Authentic, Compassionate, and Adventurous

Brand Values

• •Quality & Durability
• •Purpose & Social Responsibility
• •Simplifying Pet Companionship
• •Eco-Consciousness
• •Community

Best Practices

• •Lead with the 'Why': Always connect the products back to the core mission. Whether it's simplifying adventures or fighting canine cancer, the purpose behind the product should be evident. Weave the founder's story and the 10% pledge into the narrative whenever it feels natural.
• •Use 'Adventurous but Accessible' Language: Frame product benefits around enabling everyday adventures (farmers markets, coffee shops, road trips), not just extreme expeditions. Use keywords like 'adventure,' 'explore,' 'journey,' and 'on-the-go' paired with practical terms like 'simple,' 'easy,' and 'comfortable.'
• •Highlight Durability and Origin: Consistently mention key value propositions like 'Built to last,' 'USA-Made,' 'extra-strong stitching,' and 'eco-conscious materials.' These phrases reinforce the brand's commitment to quality and responsibility.
• •Embrace Authenticity: Continue using a genuine, first-person voice in social media captions where appropriate. Share behind-the-scenes content, feature customer stories (with permission), and don't be afraid to mix in the fun, slightly chaotic reality of life with dogs.
• •Focus on the Emotional Connection: Write copy that speaks to the deep bond between owners and their dogs. Use words that evoke feelings of companionship, trust, health, and shared experiences. The copy should sell more than a product; it should sell a better, fuller life with a pet.

Social Perception

Luwello is perceived as a high-quality, trustworthy, and effective brand, deeply rooted in a mission-oriented approach to canine welfare, driven by the founder's authentic and inspiring story.

Copy Examples

• •Patio season is for everyone. Our Portable Settle Mat gives your best friend a designated spot to chill, turning any outing into a relaxed adventure. Built for comfort, made for connection, and always ready for the next 'can I come too?'. #Luwello #AdventureReady #DogFriendly
• •Headline: Gear That Gives Back. Body: Every leash, harness, and mat we make is built to last through countless adventures. But it's also built to make a difference. 10% of every Luwello purchase funds critical canine cancer research. Shop quality gear with a purpose.
• •USA-MADE GEAR FOR A LIFE OF ADVENTURE. BUILT TO LAST. DESIGNED WITH PURPOSE.
• •Tired of tangled leashes and restless pups?
• •Your coffee in one hand, your phone in the other, and your dog securely by your side. Our Hands-Free Leash is engineered for real life. Featuring durable, USA-made construction and an adjustable belt for the perfect fit, it simplifies your walks and strengthens your connection. Go ahead, live life unleashed.