Brand Tone

sophisticated, ethical, and caring

Brand Values

• •Quality
• •Ethics & Animal Welfare
• •Functionality & Practicality
• •Style & Modern Aesthetics
• •Honesty
• •Affordability

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the brand's tone (sophisticated, ethical, caring), personality traits (passionate, knowledgeable, approachable), core vocabulary (e.g., "cherished companion," "conscious luxury," "ethically crafted"), and "words to avoid." Share this with everyone who creates content.
• •Prioritize "Ethical" and "Quality" Keywords: Consistently weave in terms that reinforce the brand's commitment to vegan materials, durability, comfort, and craftsmanship throughout all copy, from product descriptions to blog posts.
• •Tell Compelling Stories: Share the "why" behind the brand – the founder's passion for animals, the journey to sourcing vegan materials, the inspiration behind designs. This builds an emotional connection and reinforces the "caring" aspect of the tone.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure that the language used in social media captions, website copy, and email marketing aligns with the sophisticated and chic visual identity suggested by "fashion-led tones" and "timeless design."
• •Engage with Empathy and Expertise: When interacting with customers (e.g., in social media comments or customer service), respond in a way that is both understanding of their needs as pet owners and confident in the brand's product knowledge and ethical stance. This reinforces the caring and knowledgeable facets of the brand voice.

Social Perception

Max & Blu aims to be perceived as a premium yet accessible brand for discerning pet owners who prioritize both style and ethical considerations for their animal companions.

Copy Examples

• •Adorn your cherished companion with the epitome of conscious luxury. Our vegan leather collars, meticulously crafted for comfort and timeless style, ensure every walk is a statement of love and ethical elegance. Because they deserve nothing less.
• •Inspired by a lifelong love for dogs and a desire for a kinder world, Max & Blu was born. We believe that the accessories for our most loyal friends should be as beautiful, functional, and ethically made as the bond we share with them.
• •Sunday strolls, city adventures, or cozy couch cuddles – wherever life takes you and your furry family member, do it in style that speaks to your values. Our chic, vegan accessories are designed for the dog who’s more than a pet, they’re family. #MaxAndBluPets #EthicalDog #LuxuryVeganPets
• •Discover a New Era of Ethical Elegance for Your Best Friend | The Latest from Max & Blu
• •At Max & Blu, we're not just designing dog accessories; we're curating experiences. We obsess over the details – from the softest vegan leather to the most secure buckle – so you can focus on the joy and companionship your dog brings to your life. Welcome to a world where style meets soul.