Brand Tone

Expert, Caring, and Premium

Brand Values

• •Cat-First Philosophy
• •Quality and Craftsmanship
• •Problem-Solving Innovation
• •Health and Wellness
• •Aesthetic Harmony

Best Practices

• •Always Lead from the Cat's Point of View: Frame every feature as a direct benefit to the cat's health, comfort, or happiness. The owner's benefit (e.g., easy to clean, looks good) should be secondary.
• •Use an Educated, Gentle Tone: Write as a knowledgeable friend and expert. Avoid overly aggressive sales language. Use phrases like, "We designed this because we noticed..." or "To support your cat's natural behavior..." to build trust.
• •Highlight Material and Origin: Consistently mention the high-quality, safe, and often locally sourced Japanese materials. This reinforces the brand's commitment to quality and justifies the premium price.
• •Embrace Minimalist Language: Use clear, concise, and elegant language that reflects the brand's visual aesthetic. Avoid clutter and unnecessary jargon. Let the quality of the product and the photography do much of the talking.
• •Subtly Weave in Your Expertise: Remind the audience of your long history and deep understanding of cats. Phrases like "With our decades of experience..." or "Our cat employees helped us perfect..." reinforce your authority and unique position in the market.

Social Perception

The public and customers perceive nekozuki as a high-end, specialized, and deeply trustworthy brand. It is viewed as an investment in a cat's quality of life. The founder's genuine love for cats and commitment to quality resonates with consumers, building strong brand loyalty. While the products are at a premium price point, the consensus among customers is that the value, durability, and thoughtful design are worth the cost.

Copy Examples

• •Hydration, elevated. A cat's comfort is in the details. Our Manma-yaki Water Bowl is designed at the perfect height to reduce neck strain and features an internal measure to track daily water intake. Crafted for health, designed for your home. #nekozuki #cathealth #felineergonomics #japanesedesign
• •From a cat's perspective, a perfect nap spot is safe, secure, and supremely comfortable. The nekozuki Cat Hammock is engineered with these instincts in mind. Made from solid, sustainable wood and a washable cotton canvas, it offers a durable and hygienic resting place that cradles them in comfort. Give them the gift of perfect rest.
• •Does your cat love their toys a little *too* much? We understand. That's why we created the Mikazuki Kerikeri. Praised by customers for its incredible durability, this kick toy is designed to withstand even the most enthusiastic play. Made from tough, cat-safe materials, it's the long-lasting solution for powerful playtimes.
• •Interactive play is one of the most important ways we communicate with our cats and satisfy their natural instincts. As cat behavior experts, we design toys that spark curiosity and strengthen your bond. Discover our range of wands, balls, and puzzles, all created from a feline point of view to ensure safe, engaging, and joyful interactions.
• •Good design solves a problem. Great design does it from the cat's perspective. For over 25 years, that's been our mission. #nekozuki #catfirst #felinedesign #qualitycraftsmanship