Brand Tone

Caring, modern, and reassuring

Brand Values

• •Animal Well-being
• •Quality & Design
• •Owner-Pet Bond
• •Simplicity & Convenience

Best Practices

• •Always start with the benefit to the pet and owner, focusing on concepts like "more comfort," "less anxiety," "happier play," or "easier cleanup" before diving into product features.
• •Employ words that convey care, comfort, and understanding, such as "soothe," "nurture," "support," "enrich," and "unwind." Speak to the pet owner's desire to be the best caregiver possible.
• •Keep sentences clear, concise, and easy to read, avoiding jargon or overly technical terms to reflect the brand's minimalist and modern aesthetic.
• •Foster community engagement on social media by asking questions that invite pet owners to share stories and experiences (e.g., "What’s your pet’s favorite way to nap?").
• •Ensure the tone of the copy always matches the visual content; if the image is calm and cozy, the text should be gentle and reassuring, if playful, the text can be more energetic while remaining on-brand.

Social Perception

Largely positive, perceived as a source for stylish and thoughtful pet accessories, appealing to pet owners who view their pets as integral family members and are willing to invest in their comfort and happiness.

Copy Examples

• •Your best friend deserves the best rest. Give them the gift of ultimate comfort with our CloudNine Pet Bed. Designed to soothe anxiety and support joints, it’s more than a bed—it’s a daily hug. Tap to see the difference a little extra comfort can make. Shop a better sleep.
• •Thoughtfully designed for them. Beautifully made for your home. Explore our curated collection of pet essentials that prioritize comfort, wellness, and style. Discover the collection.
• •Fresh water, happy pet. 💧 Our Flow Fountain encourages hydration with its gentle, continuous stream, keeping your pet healthy and refreshed. Plus, its whisper-quiet design means no distractions for you. Does your pet love running water? #PetmartClub #PetHydration #HappyPets #CatFountain #DogHealth
• •Inside: New ways to spoil them (and your home). Discover our latest arrivals designed for your pet's happiness and your home's aesthetic.
• •The Puzzle Feeder. Turn mealtime into playtime. Our Puzzle Feeder challenges your pet’s mind, slows down eating, and rewards their curiosity. Made from durable, pet-safe materials, it’s the perfect way to keep them engaged, happy, and healthy, even when you’re away.