BarkBox's Brand Voice
Good dogs and good writing (from the archives)
I originally posted this in February of 2021. BarkBox continues to kill it.
10,000 ft
BarkBox is a subscription service for dog-owners and their furry friends. Known for more than just products and a unique offering, BarkBox makes headlines for their fun voice and maverick social media presence.
Though I couldn’t find any information on who gave BarkBox its bite, it doesn’t take much to see the voice is a reflection of their audience at their funniest. Writers take cues from how people engage with the brand, and are able to spit it back out even better. And from celebrating squirrel day in an unusual style to taking on the big game, they aren’t afraid to go big or go weird.
The spectrum
Reach out to our Happy Team and we’ll gladly tailor your future boxes. (packaging insert)
You don’t need to catch the car. You don’t need to catch your tail. You need to catch your breath. (packaging insert)
Your dog + Your mailman = the start of a beautiful friendship. (packaging insert)
Spoil a good dog rotten. (Pinterest)
Be the person your dog thinks you are. (website)
Doggy Detox: garden flowers, little bit of trash, toilet water, kitty litter, beets, stick extract. (toy)
He’s a good boy or She’s a good girl. (sign up form)
Free Shipping Forever. You pay zero human dollars. (email)
Last month, these liars peddled a “Peanuts” box. We bought 1000 and there were no!!!! peanuts!!! inside!!!! We are here demanding the nuts we were promised. (squirrel day, social)
A monthly themed box of toys, treats, and dog joy. (website)
The review
I’ll admit it. When I first became aware of BarkBox’s social presence, I wasn’t sold. Puns and pop-culture references aren’t always my thing. Yet, the more I looked into the voice the more I loved it. With an eye for detail, an expansive sense of humor, and enough energy for ten Jack Russells, the BarkBox brand voice is almost always hitting home runs.
Boxes are only sold one theme at a time, so the website is pretty minimal. However, each box’s featured product descriptions are written for the dog’s benefit, but always include a bit of fun for the humans, too.
Packaging inserts expand upon the theme, creating a whole world for you to imagine your dog within. Even the information about how the service works is a great time.
And of course, there’s social. At first glance you might think the voice is all puns, but they’ve truly embraced the idea of fun in all of its forms, never taking the dog toy business too seriously. The BarkBox team shatters the social media manager fourth wall, celebrates all areas of interest, and knows how to take the joke further for those who enjoy it.
While places like the FAQ and post-purchase, pre-shipment phase could use some love, the BarkBox brand voice is unapologetically humorous, thoughtful, friendly, and joyful. Balancing the meta with the punny isn’t something you see too often—the fact that it’s for adorable dogs is the cherry on top.