Brand Tone

aspirational, playful, and confident

Brand Values

• •Quality and Functionality
• •Style and Individuality
• •The Human-Animal Bond
• •Community

Best Practices

• •Lead with a Confident Voice: All copy should be bold, assertive, and celebratory, positioning the dog as a noble, central figure.
• •Embrace Playful Language: Incorporate fun, modern slang and enthusiastic phrasing to maintain an aspirational yet relatable tone.
• •Center the Dog as the Hero: Frame products around the dog's comfort, style, and 'reign'; the dog is the star.
• •Foster a Sense of Community: Use inclusive language and actively solicit user-generated content to make customers feel part of an exclusive club.
• •Maintain Visual and Textual Consistency: Ensure copy tone is matched by high-quality, vibrant imagery, reinforcing the premium-yet-fun identity.

Social Perception

Largely positive, built on the quality and design of its products. Perceived as a go-to for trendy and reliable dog gear that allows owners to showcase their dog's importance in their lives, reinforced by user-generated content.

Copy Examples

• •Don't let grey skies dull their shine. Our new Storm-Proof Raincoat is here to keep your king or queen dry and dashing. Because every walk should feel like a victory lap. #ReignDog
• •Who runs the world? You and your dog, obviously. Grab our new matching scrunchie and leash set and conquer your walk in style. #TwinningAndWinning
• •Your dog doesn't follow the pack. They lead it. Outfit them in the gear they deserve. This is their reign. #ReignDog
• •Look at this monarch surveying their kingdom! We love seeing your dogs rule their world in our gear. Tag us for a chance to be featured! #DogInCharge
• •Their Throne Awaits (And It’s 20% Off).