Brand Tone

Sophisticated, playful, fashion-forward, witty, and confident.

Brand Values

• •Design and Craftsmanship
• •Quality and Exclusivity
• •Style as an Extension of Self
• •Sustainability and Ethical Production
• •Humor and Whimsy

Best Practices

• •Embrace playful sophistication using witty wordplay and clever headlines, extending the brand's inherent humor into all copy.
• •Speak the language of fashion by incorporating relevant terminology to reinforce the brand's position beyond just the pet market.
• •Tell the story behind the craft, highlighting craftsmanship, materials, and collaborations to justify luxury pricing and appeal to discerning customers.
• •Maintain a consistent visual identity across all platforms, ensuring imagery reflects a clean, modern, and high-fashion aesthetic.
• •Focus on lifestyle, not just products, by showcasing items in the context of a stylish, urban setting to create an aspirational narrative.

Social Perception

A high-end, aspirational brand for fashion-conscious pet owners who see their pets as an extension of their lifestyle, investing in stylish, well-made products that bridge the gap between pet and fashion markets.

Copy Examples

• •Style isn't just for the runway. It's for the dog walk. Introducing our new collection of hand-knit sweaters, because your most loyal companion deserves to be as well-dressed as you are.
• •City adventures call for gear that can keep up. Our leather leashes combine New York-inspired design with craftsmanship that’s built to last. Lead the way, in style.
• •Two creative minds, one shared vision. We’ve partnered with [Artist Name] to create a limited-edition series of toys that are almost too beautiful to play with. Almost.
• •Sweater weather, but make it fashion. Hugo showing us how it's done in our Cable Bobble Turtleneck. #WareOfTheDog #DogSweater #LuxuryPet
• •We believe your dog's style should be a reflection of your own. That’s why we create more than just pet accessories; we design wearable art that’s fun, whimsical, and never dumbed down. Inspired by the city we call home, designed for the dog you call family.