Brand Tone

friendly, chic, and celebratory

Brand Values

• •Quality & Craftsmanship
• •Style & Individuality
• •Community & Connection
• •Passion & Female Entrepreneurship

Best Practices

• •Lead with Passion: Always infuse the copy with genuine love for dogs. Use celebratory and affectionate language that resonates with pet owners who see their pets as family.
• •Balance "Chic" and "Friendly": Pair sophisticated, style-focused words ("luxurious," "designer," "chic") with warm, approachable phrases ("extra pats," "sweetest pups," "happy shopping") to maintain the brand's unique high-end yet personal feel.
• •Emphasize Quality and Origin: Regularly mention key value propositions like "handmade," "designer fabrics," and "Australian-owned" to reinforce the brand's premium positioning and authenticity.
• •Foster Community with Your Words: Write inclusive and interactive copy. Ask questions, create branded hashtags, and use language that makes customers feel like they are part of an exclusive "pack" or club.
• •Tell the Founder's Story: Weave elements of the brand's origin story into the copy where appropriate. Reminding customers that the brand was founded by a passionate dog owner builds trust and emotional connection.

Social Perception

Max & Mila Co. is perceived as a high-quality, trustworthy, and stylish brand for pet accessories. Customers are highly satisfied, and there is a loyal, engaged community. It is seen as a premium, boutique-style business delivering luxury and unique design.

Copy Examples

• •Your pup’s wardrobe is about to get a serious upgrade. ✨ Introducing the 'City Chic' collection. Designed for the sophisticated hound who loves turning heads on their daily stroll. Because life’s too short for boring walks. Tap to shop and let your pup stand out from the pack!
• •Spoil your best friend with the luxury they deserve. At Max & Mila Co., we handcraft every collar, lead, and bow with love and the most beautiful fabrics. Ready for extra cuddles and compliments? Shop our award-winning collections now.
• •Meet your new go-to accessory: the Day to Night Vegan Leather Dog Bag. Meticulously designed for the stylish dog parent, this bag holds everything you need—treats, keys, phone, and more. Effortlessly chic and endlessly practical, it’s the perfect companion for park dates, brunch trips, and every adventure in between.
• •From a beagle named Mila to thousands of happy pups across the globe. I'm Maxine, and I started Max & Mila Co. to bring unique, handmade joy to fellow dog lovers. Thank you for being part of our story.
• •The Max & Mila Co. pack is looking cuter than ever! This month, we're featuring @[instagram_handle] and their pup, [Pet's Name], rocking our 'Pastel Dreams' harness. Want a chance to be featured? Tag us in your photos with #MaxAndMilaCo for your moment in the spotlight!