Brand name: "pawtable" — one word, lower-case. Never "Paw Table", "PawTable", or with pet wordplay.
Slogan: Good kit. Good company.
Logo: Use only our supplied wordmark and paw/mountain mark, unaltered — no recolouring, stretching, effects, or AI-generated imagery of the product. The mark sits above or alongside the wordmark; don't separate or redraw it.
Typeface: Cabinet Grotesk.
Colours: Teal #004851 (primary), Orange #DB6B2F (accent). Use teal as the base with orange for highlights; don't introduce other brand colours.
Language — do: be specific and observational, write like someone who's actually been on the walk, let the product earn its place. Talk about real moments — the long walk, the hot day, the dog that won't drink warm water.
Language — don't: no hype or empty superlatives ("amazing", "incredible", "game-changing"), no pet wordplay ("pawfect", "fur baby"), no manufactured urgency, no future-teasing ("coming soon"). The dog is a character, not a prop.
Imagery: real dogs, real outdoor settings, natural light. No staged studio shots for lifestyle, no AI imagery.
