Brand Tone

sentimental, warm, and personal

Brand Values

• •Celebrating the Human-Animal Bond
• •Personalization and Uniqueness
• •Quality and Craftsmanship
• •Charitable Giving
• •Community

Best Practices

• •Lead with Emotion: Always frame the copy around feelings of love, companionship, and memory. Use storytelling to connect the product to the emotional experience of being a pet owner.
• •Use Personal and Warm Language: Incorporate words like "furiend," "your pup," "celebrate," "cherish," and "beloved." Address the customer directly and personally (e.g., "We know how much you love your dog").
• •Highlight the "Why": Continuously reinforce the brand's origin story. Remind customers that the brand was born from love for a real dog, Bongo, and that a portion of sales goes to charity. This builds authenticity and purpose.
• •Emphasize Quality and Uniqueness: Use descriptive words that convey craftsmanship, such as "hand-illustrated," "custom portrait," "flawless embroidery," and "premium materials." This justifies the product's value.
• •Engage the Community: Actively solicit and feature user-generated content (customer photos with their pets). In copy, use inclusive language like "our pack," "fellow dog moms," or "the doodle community" to foster a sense of belonging.

Social Perception

a high-quality, heartfelt, and trustworthy small business. The brand is not seen as a mass-market entity, but rather as a passion project born from a genuine love for a pet. This narrative, combined with excellent product quality and customer service, has resulted in a strong and loyal customer base. The custom-order aspect makes it a go-to for unique, personalized gifts for dog lovers.

Copy Examples

• •Wear your heart on your hat. Our new [Breed Name] pup character is here to join you on all your adventures, big and small. Hand-illustrated with love, for the walks, the cuddles, and the quiet moments that mean the most. Tap to shop and carry your best friend with you.
• •More than just a sweatshirt, it's a hug from your best friend. Immortalize your beloved pup with a custom, hand-illustrated portrait embroidered on our ultra-soft fleece crewneck. Just upload a photo, and we'll capture their unique spirit. Because the love you share is a work of art.
• •Searching for the perfect gift for the dog lover in your life? Give them a gift that truly sees them. Our custom pet portrait accessories are a celebration of that one-of-a-kind bond. From hats to sweatshirts, we turn their favorite furry face into a cherished keepsake. Shop our collection.
• •Hi furiends, Because of your support, this month we were able to donate to [Charity Name] in honor of Bongo and all the pets we hold dear. Every purchase you make helps a furry friend in need find the love and care they deserve. Thank you for being a part of our pack.
• •Styles for you and your best friend. Uniquely designed, hand-illustrated, and made to celebrate the love of a dog.