Brand Tone

Trustworthy and Educational, Transparent and Honest, Passionate and Principled.

Brand Values

• •Local Sourcing and Community
• •Quality and Purity
• •Health and Nature-Centric
• •Transparency
• •Integrity

Best Practices

• •Lead with the 'Why': Always start with the core belief—that a natural, raw diet is best. Frame every product and decision around this central value of animal health.
• •Emphasize Transparency: Regularly share details about the sourcing, production process, and even business challenges. This builds a powerful, trust-based relationship that transcends the typical consumer-brand dynamic.
• •Educate, Don't Just Sell: Use copywriting as a tool to teach customers about the benefits of raw nutrition, the meaning of "targeted nutrition," and how to read ingredient labels. Position the brand as a partner in their pet's health journey.
• •Champion "Local": Continuously reinforce the Canadian and Nova Scotian sourcing. This is a key differentiator that resonates with customers who prioritize supporting local, ethical businesses.
• •Let Passion Shine Through: The voice should never feel corporate. It should be infused with the genuine passion and conviction of the brand's founder. Use direct, heartfelt language that reflects a deep love and respect for animals.

Social Perception

Trusted Authority, High-Quality Provider, Authentic Small Business.

Copy Examples

• •Your Dog's Health, From Our Local Farms to Their Bowl. We create the food nature intended, with 100% Canadian-sourced, free-range meats—because we believe real ingredients are the foundation of a vibrant life.
• •Preserve the goodness. Our freeze-dried beef heart treats aren't just delicious; they're nutritionally dense. By using cold temperatures instead of heat, we lock in over 90% of the natural vitamins and minerals—the way nature intended. No fillers, no additives, just pure, healthy goodness.
• •We're not just a pet food company; we're advocates for animal health. Our journey began with a simple, powerful idea: that our dogs deserve to eat real, unprocessed food. That’s why we know our farmers by name and maintain an open-kitchen policy. It's transparency you can trust and quality your dog will feel.
• •Why We Don't Compromise on Sourcing. This week, we turned down a new meat supply because it didn't meet our 'no antibiotics, ever' standard. It wasn't the easy choice, but it was the right one. Here’s a look into our sourcing philosophy and why it matters for your pet's long-term health.
• •Meet the source! This is one of the free-range Nova Scotian farms where our chicken is raised. No steroids, no hormones—just fresh air and quality feed. This commitment to quality is the first step in every batch of Health Mutts food we make. #HealthMutts #RawDogFood #LocallySourced #MadeInCanada