Brand Tone

Premium, compassionate, and authoritative.

Brand Values

• •Quality & Durability
• •Social Responsibility & Advocacy
• •American Craftsmanship
• •Functionality & Style
• •Active Lifestyle

Best Practices

• •Always Weave in the Mission: Never let the copy stray too far from the "why." Connect the high quality of the products to the brand's purpose. For example, "We build our leashes to be dependable, because we know every walk is precious."
• •Use Premium & Purposeful Language: Employ words like "craftsmanship," "premium," "durable," and "engineered" to describe products, while using "mission," "advocacy," "support," and "community" when discussing the brand's cause.
• •Highlight the "Made in the USA" Pillar: This is a key trust signal and quality indicator. Mention it in product descriptions, ad copy, and on the website to reinforce this value.
• •Balance Emotion with Authority: Share the touching brand story to build an emotional connection, but back it up with authoritative content like expert interviews and educational blog posts to build trust and credibility.
• •Speak to the Target Audience: Address the professional, discerning dog owner who views their pet as a family member. The copy should be intelligent, clear, and direct, focusing on long-term value, performance, and the positive impact of their purchase.

Social Perception

Overwhelmingly positive. Customers praise high quality, durability, and design, deeply valuing the brand's mission to support canine cancer research. Perceived as a caring, women-owned business that fosters a strong sense of community and shared values.

Copy Examples

• •USA-Made Dog Gear That Lasts. A Mission That Matters. Join us in the fight against canine cancer with every purchase.
• •A place to rest, wherever the adventure takes you. Our durable, lightweight Settle Mat gives your best friend a clear spot to relax. It's more than just a mat—it's peace of mind, proudly made in the USA. 🐾 #Luwello #SettleMat #MadeInUSA #DogGear
• •Quality Gear for Them. Hope for a Cure for All.
• •Tired of dog harnesses that don't last? The Luwello Escape-Free Harness is engineered for security and comfort, using only premium, durable materials. Built to last and proudly made in the USA. Plus, 10% of your purchase funds canine cancer research. Elevate your gear and make a difference. Shop now.
• •5 Ways to Keep Your Adventurous Dog Safe and Comfortable This Summer.