Brand Tone

Ethical, Compassionate, Informative, Reassuring, Passionate, Idealistic, Modern, and Conscious.

Brand Values

• •Animal Welfare
• •Sustainability and Environmental Responsibility
• •Health and Nutrition
• •Quality and Palatability
• •Transparency (implied)

Best Practices

• •Prioritize "Why": Always circle back to the core values: animal welfare, sustainability, and complete health. Let these principles shine through in every piece of communication. The "why" behind Vriends is a powerful differentiator.
• •Use Inclusive and Positive Language: Frame veganism for pets as a positive, healthy, and compassionate choice, rather than focusing on negatives. Use words like "thrive," "joy," "kindness," "complete," and "conscious."
• •Educate and Reassure: Address potential concerns about vegan pet nutrition proactively with clear, accessible information. Highlight the completeness of the food and expert formulation. Back up claims with facts where possible (e.g., "100% Nährwert-Abdeckung").
• •Embody "Vriends" (Friendship): Maintain a warm, approachable, and caring tone, as if speaking to a fellow pet-loving friend. Use "your pet," "your furry friend," and "we" to build community and connection.
• •Be Consistent Across All Channels: Ensure the ethical, passionate, and reassuring tone is uniform across the website, social media, packaging, and customer service interactions. Create a style guide with key terminology and brand voice attributes.

Social Perception

Positive among Target Audience, Growing Niche, Trust and Reassurance Seekers, Associated with a Movement.

Copy Examples

• •Headline: Feed Your Best Friend, Friendlier. Vriends Vegan Petfood: Kind to Animals, Kind to the Planet. Body: Every bowl of Vriends is packed with 100% plant-powered nutrition, because we believe true friendship means caring for all creatures and the world we share. Make the switch your pet will love, and the planet will thank you for.
• •Social Media Post: Happy Tummies, Clear Conscience. 🌱 Our Vriends thrive on our delicious, veterinarian-approved vegan recipes. Complete nutrition, zero compromises, and a whole lot of love. What more could a furry family member ask for? #VriendsPetfood #VeganDog #HealthyPets #EthicalChoices
• •Product Description Snippet: Worry-Free Nutrition, Tail-Wagging Taste! Vriends 'Happy Harvest' complete vegan dog food is expertly formulated to meet all your adult dog's dietary needs. Made with carefully selected, high-quality plant-based ingredients, it’s gentle on digestion and packed with goodness. Plus, our taste guarantee means a happy pup or your money back!
• •Blog Post Title Idea: Beyond the Bowl: How Your Pet's Vegan Diet Helps Heal the World. Intro Snippet: At Vriends, we know your love for your pet extends to the world around us. Discover the powerful, positive impact of choosing plant-based nutrition – for their health, and for a greener, kinder planet for all.
• •Email Subject Line: Is Your Pet a Vriend of the Earth? 🐾 Discover a Kinder Kibble. Body Snippet: Join the Vriends family and nourish your beloved companion with food that aligns with your values. Delicious, nutritious, and always cruelty-free. Explore our range today!