Brand Tone

friendly, caring, and trustworthy; approachable and personal, positioning the brand as being run by a fellow pet lover.

Brand Values

• •Quality and Affordability
• •Pet Well-being and Comfort
• •Customer Satisfaction
• •Community and Trust
• •Social Responsibility

Best Practices

• •Always Write from a Pet Parent's Perspective: Use "we" and "us" to refer to the brand and speak directly to the customer as a fellow pet lover. Share personal anecdotes or connections to the products where appropriate.
• •Highlight Care and Quality Over Price: While affordability is a value, the primary message should be about the quality of the products and the well-being of the pet. Frame low prices as a way to make quality accessible to more pet owners.
• •Maintain a Personal and Approachable Voice: Use warm, friendly language. Phrases like "Welcome to the pack" or "From our furry family to yours" reinforce the personal connection.
• •Emphasize Problem-Solving: Structure copy around how a product solves a common pet owner problem (e.g., shedding, boredom, post-surgery care). This shows empathy and understanding of the customer's experience.
• •Be Consistent Across All Channels: Ensure the same caring, trustworthy, and friendly tone from the "About Us" page is used in product descriptions, emails, and social media posts to create a unified and authentic brand identity.

Social Perception

A reliable source for good quality pet products that solve common problems for pet owners; perceived as a small, personal business run by a genuine animal lover.

Copy Examples

• •Tired of chewed-up shoes? So were we. That's why we found a chew toy that's more exciting than your favorite sneakers. Built for heavy-duty fun, because your best friend deserves the best.
• •Healing should be comfortable. Ditch the plastic cone of shame and let your pet recover in cloud-like comfort. Our soft protective collars let them eat, sleep, and heal without the hassle. Because we care for them like you do.
• •From our pack to yours, we've just added a new line of hand-selected toys and accessories that Colby and Tobee (our Chief Product Testers!) give two paws up. Come see what's new and treat your furry family member!
• •Adventure is calling! 🌲 Don't let your pup go thirsty. Our packable, foldable silicone bowls make hydration on the go simple. Less time packing, more time playing. #JerisPetPampering #DogAdventures
• •Selected by a pet parent, for pet parents. Shop our collection of high-quality, affordable supplies and give your pet the pampering they deserve.