Brand Tone

Irreverent, humorous, and adventurous, speaking from the first-person perspective of Scooter the pug, using colloquial language and self-deprecating humor, confident and mission-driven.

Brand Values

• •Adventure and Defying Stereotypes
• •Animal Welfare and Rescue
• •Humor and Not Taking Life Too Seriously
• •Authenticity
• •Community

Best Practices

• •Always Write as Scooter: Maintain the first-person pug perspective across all platforms. The voice is the brand's most unique asset.
• •Balance Irreverence with Heart: While the tone is humorous and uses slang, it should never be mean-spirited. Always bring it back to the core values of adventure, love for pets, and the mission to help rescues.
• •Use "Pug-isms": Continue incorporating pug-specific humor (e.g., references to snorting, shedding, food obsession, "smooshed in face") to keep the content relatable and authentic to pug owners.
• •Show, Don't Just Tell the Adventure: Pair the copy with strong visuals (photos and videos) of Scooter and other dogs on real adventures. This authenticates the brand story.
• •Explicitly Mention the Mission: In product descriptions, social media bios, and occasional posts, remind the audience that their purchase has a purpose. Reinforce the "10% to pug rescues" message to build community and justify the purchase beyond the product itself.

Social Perception

Perceived as a fun, authentic, and positive brand, with customers drawn to the unique concept and Scooter's charming personality. The charitable aspect of giving back to pug rescues builds significant trust, positioning it as a passion project people want to support rather than a large corporation.

Copy Examples

• •Headline: They said pugs were lap dogs. I said, "Hold my water bowl." Out here proving the world wrong, one paddle at a time. My peeps say I'm a safety nut, but you can't be too careful with the goods. Life vest and doggles on, adventure mode: activated. #TheIntrepidPug #PugsWhoPaddle #AdventureDog
• •Title: The Intrepid Pug Motorcycle Tank Top Body: Forget the wind in your hair, it’s all about the wind in your glorious neck rolls. This tank is for the rebels, the riders, and the pugs who refuse to be passengers in life. Made from stuff that's way more comfortable than a leather jacket and guaranteed to make you 100% more awesome. A portion of every sale helps a pug in need find their own road to adventure.
• •Subject: Yo, new gear just dropped (and I didn't even have to beg for it).
• •Headline: Life's too short for boring naps. Sub-headline: Gear for adventurers with four legs and two. 10% of all proceeds supports pug rescues.
• •Text: Tired of the eat, sleep, poop, repeat cycle? So was I. I'm Scooter, and I'd rather be surfing. My peeps make awesome gear to celebrate the adventurous spirit in all of us. Grab a tee or a trucker hat, look cool as f**k, and help out a rescue pug. It's a win-win, really. Shop now and join the adventure!