Brand Tone

Sophisticated, passionate, and design-conscious, conveying a polished and emotive celebration of the pet-owner bond, with a warm, community-focused voice.

Brand Values

• •Design & Aesthetics
• •Quality & Durability
• •Celebrating Pet Personality
• •Community & Connection
• •Social Responsibility

Best Practices

• •Always blend style with function: Never talk about the look of a product without mentioning its durability, comfort, or safety features. The fusion of these elements is the core brand promise.
• •Use emotive, celebratory language: Frame the products as a way to "celebrate," "elevate," and "honor" the pet. Use words that reinforce the deep emotional bond between owner and animal.
• •Speak to the owner's identity: The copy should appeal to the owner's sense of style. Address them as someone who appreciates design, quality, and curates their life—and their pet's life—with intention.
• •Maintain a premium vocabulary: Use sophisticated words like "curated," "thoughtfully designed," "premium," and "collection" to consistently reinforce the high-end positioning of the brand.
• •Foster community in your calls-to-action: Encourage interaction with community-centric language. Instead of just "Shop Now," use phrases like "Join the PETLY family," "Share your style with #PETLYLOVES," or "Show off their personality."

Social Perception

Perceived as a high-end, boutique brand for pet owners prioritizing design and quality, reinforced by a curated online presence and loyal community engagement, with an authentic founder story.

Copy Examples

• •Style that speaks for them. Introducing the 'Azure Blue' from our WANDER.WAG collection—where timeless design meets everyday durability. Crafted for comfort, designed to be seen. Elevate your daily walks. #PetlyLondon #DogCollar #PetStyle
• •More Than an Accessory. It's Their Personality. Discover our curated collections of collars, leads, and harnesses, thoughtfully designed to celebrate your pet's unique spirit with style and safety.
• •Your home is curated. Your style is considered. Why should their accessories be any different? PETLY London was born from a desire to bring beautiful, functional design to the world of pet care. Shop the collection and find their perfect piece.
• •POV: Your dog's accessories finally match your aesthetic. ✨ Our gear isn't just pretty—it's made for every adventure. #PetlyLondon #DogGear #Aesthetic #DogsofTikTok
• •Welcome to the PETLY family! We're not just a brand; we're a promise. A promise to create beautiful, durable accessories that honor the unique spirit of your pet. It all started with a simple idea: that our best friends deserve the best design. We're so glad you're here.