Brand Tone

Adventurous, Inspiring, and Trustworthy

Brand Values

• •Enhancing the Canine-Human Bond Outdoors
• •Performance and Quality
• •Outdoor Exploration and Adventure
• •Sustainability and Responsibility
• •Community
• •Curiosity and Innovation

Best Practices

• •Emphasize Adventure and Exploration: Use active, evocative language that paints a picture of dogs and their humans enjoying the outdoors. Words like "explore," "discover," "journey," "trail," "summit," and "adventure" should be staples.
• •Highlight the Canine-Human Bond: Frame products and experiences around the shared joy and companionship between dogs and their owners. Use terms like "together," "your companion," "shared adventures," and "your best friend."
• •Focus on Quality and Durability with Confidence: Speak with authority about the performance, reliability, and craftsmanship of the gear. Use words like "performance," "durable," "rugged," "trail-tested," "secure," and "built to last."
• •Maintain an Inspirational and Positive Voice: Encourage and inspire customers to get outside with their dogs. The tone should be uplifting and affirmative, celebrating the capabilities of dogs and the joy of outdoor pursuits.
• •Be Authentic and Knowledgeable: Show a genuine understanding of dogs and their needs in outdoor environments. Provide helpful information and demonstrate expertise without being overly technical or condescending. Relate to the experiences of dog owners.

Social Perception

High-quality, durable, and well-designed dog gear. A leader in performance dog gear, especially for active and adventurous dogs. Customer service also receives positive mentions.

Copy Examples

• •Headline: Unleash Your Next Adventure. Together. Body: From sun-drenched trails to misty mountain peaks, Ruffwear gear is built to explore by your side. Discover durable harnesses, all-terrain boots, and comfortable packs designed for every journey you and your best friend embark on. Because the best adventures are shared. Call to Action: Gear Up for Exploration.
• •Headline: Trail Tested. Dog Approved. Adventure Ready. Body: We believe every dog is an explorer at heart. That's why we meticulously design and rigorously test our gear to ensure it stands up to the wagging tails and muddy paws of your most ambitious adventures. Trust Ruffwear for gear that’s as resilient and ready as your canine companion. Call to Action: Shop Performance Gear.
• •Headline: More Than Just Gear. It's a Shared Journey. Body: The bond with your dog deepens with every shared sunrise, every conquered trail, every splash in an alpine lake. Ruffwear is here to enhance those moments with thoughtfully crafted equipment that prioritizes their safety, comfort, and your peace of mind. Call to Action: Explore Our Collections.
• •Headline: Built for the Wild. Designed for Your Dog. Body: Don't let anything hold you back from your next outdoor escape. Our performance dog gear, from cooling vests for summer hikes to insulated jackets for winter treks, ensures your furry adventurer is comfortable and protected, no matter the terrain or a météo. Call to Action: Find Your Dog's Perfect Fit.
• •Headline: Every Dog an Explorer. Every Journey Enhanced. Body: At Ruffwear, we're driven by a passion for the outdoors and the incredible connection we share with our dogs. Our innovative gear is crafted to help you and your canine partner confidently explore the world, creating memories that last a lifetime. Call to Action: Join the Ruffwear Pack.