Brand Tone

professional, educational, and deeply compassionate

Brand Values

• •Canine Welfare Above All
• •Quality and Durability
• •Accessibility and Affordability
• •Transparency and Education
• •Perseverance and Inspiration

Best Practices

• •Lead with Empathy and the "Why": Always connect the product features back to the core value of canine well-being. Start with the problem (discomfort, strain, poor fit) and introduce the harness as the compassionate solution. The story of Forta is a powerful asset that should be woven into the narrative.
• •Use Educated and Confident Language: Position the brand as an expert in canine anatomy and gear. Use terms like "anatomically correct," "pressure distribution," and "unrestricted movement," and explain what they mean for the dog's health and comfort.
• •Maintain Transparency: Be honest about the product's features. For instance, acknowledge that it is a minimalist, strap-based harness and does not have a front no-pull ring. Frame this as a deliberate design choice for maximum freedom of movement and comfort in warm weather, which aligns with the brand's core values.
• •Leverage the Founder's Story: Antonina's story is the heart of the brand. It provides authenticity and an emotional connection that larger, more corporate brands lack. This narrative should be a consistent element in "About Us" pages, email campaigns, and occasional social posts.
• •Focus on "Freedom" and "Comfort": These two words should be central to the brand's vocabulary. Whether it's freedom of movement, freedom from pain, or the freedom to enjoy adventures together, these concepts powerfully communicate the primary benefit of the PETFORTA harness.

Social Perception

PETFORTA is perceived as a highly functional, well-designed, and trustworthy brand, particularly beneficial for dogs with specific needs due to its anatomical fit and adjustability. While praised for its comfort and design, minor practical issues like plastic strap keepers and the absence of a front no-pull D-ring have been noted. The brand's transparent approach and the founder's personal story contribute to its authentic and caring image.

Copy Examples

• •Stop the Strain. Start the Adventure. Traditional harnesses can choke and restrict. The PETFORTA Anatomical Harness is designed to protect your dog neck and free their shoulders, turning every walk into a joy.
• •Inspired by a dog who taught us the meaning of resilience, our harness is built with one value at its core: your dog well-being. With 6 points of adjustment for a custom fit and a design that eliminates pressure on the neck and shoulders, you not just buying a harness you're investing in their comfort and health.
• •Did you know the wrong harness can restrict your dog natural gait? Watch how the PETFORTA harness allows for full shoulder rotation, unlike harnesses that sit in the armpits. A simple switch can make a world of difference. #DogSafety #AnatomicalHarness
• •My dog, Forta, never let her disabilities define her. Her spirit inspired me to create a harness that allows every dog to move with freedom and confidence. Read our story and see why PETFORTA is more than just a product; it a promise.
• •The perfect fit for *every* dog. From Chihuahuas to Shepherds, our highly adjustable harness is veterinarian-approved to be the safest and most comfortable on the market. With a 1-year guarantee, you can walk with peace of mind. Shop now.