Brand Tone

Authentic, trustworthy, and wholesome. Educational, natural and direct. Connecting tradition and sustainability.

Brand Values

• •Natural & Wholesome
• •Ethical Sourcing & Sustainability
• •Quality & Transparency
• •Animal Well-being
• •Connection to Nature/Tradition

Best Practices

• •Emphasize Trust and Transparency: Be open about sourcing, ingredients, and processes.
• •Connect to Nature and Earth: Weave in imagery and language that evokes the outdoors, farming, and the natural world (e.g., 'from the land to the bowl,' 'inspired by nature,' 'earth's goodness').
• •Keep it Simple and Direct: Reflect the simplicity of the single-ingredient products in the language.
• •Highlight ethical sourcing and sustainability in all communications.
• •Maintain an educational undertone, informing customers about the benefits of natural, single-ingredient treats.

Social Perception

A provider of high-quality, natural treats that dogs love. A trustworthy brand committed to ethical sourcing and sustainability. A brand that prioritizes animal well-being and a connection to nature.

Copy Examples

• •Know what’s in their bowl – pure, delicious, and always American-sourced.
• •Because every tail deserves to wag for what’s truly good.
• •Because healthy pets and a healthy planet go paw-in-paw.
• •Simple, single-ingredient dog treats sourced from ethical, local farms.
• •From our farm to your dog's bowl, pure goodness.