Brand Tone

friendly, artisanal, and trustworthy

Brand Values

• •Artisanal Quality
• •Natural and Healthy
• •Animal Well-being
• •Authenticity and Passion
• •Local Identity

Best Practices

• •Always Emphasize 'Handmade': Consistently use terms like "handmade," "artisanal," and "crafted with passion" to reinforce the brand's core value of quality craftsmanship.
• •Maintain a Personal and Friendly Voice: Use a conversational and warm tone. Incorporate personal touches, like the "dog hair" tagline, to maintain a relatable and authentic feel.
• •Highlight the 'Natural' Aspect: When promoting food and treats, always focus on the simplicity and quality of the ingredients. Use words like "natural," "simple recipes," and "quality ingredients" to build trust.
• •Incorporate the Quebec Identity: Periodically mention the brand's local roots to connect with the community and leverage the appeal of supporting a small, local business.
• •Focus on the Pet's Personality and Well-being: Frame products not just by their features, but by how they benefit the pet's happiness and health, offering "unique and colorful accessories that reflect their personality."

Social Perception

The brand presents itself as a small, passionate business, which typically resonates well with consumers looking for authentic and high-quality products over mass-produced alternatives. The emphasis on handmade and natural products aligns with growing consumer trends towards artisanal and healthy pet care. The curated selection of products suggests expertise and a commitment to quality that would likely be appreciated by discerning pet owners.

Copy Examples

• •More than just a collar, it's a handmade expression of your dog's unique personality. Discover our new collection, crafted with passion, quality materials, and yes, a little bit of dog hair. Because we're pet owners too. #LeChienMalin #HandmadeWithLove
• •No weird stuff. No long list of ingredients you can't pronounce. Just pure, simple, and delicious treats your dog will love. Because they deserve the best, naturally. #NaturalDogTreats #HealthyPup
• •Proudly Quebecois! 🍁 At Le Chien Malin, we pour our hearts into creating handmade accessories and sourcing the best natural foods for your furry family members. Shop local and give your pet the quality they deserve. #ShopLocal #QuebecPets
• •Thinking about making the switch to raw? We make it simple. Our high-quality raw food is designed for optimal health and a taste your companion will go wild for. Unlock their natural diet with us! #RawFedDog #LeChienMalin
• •Welcome to Le Chien Malin: Where passion for pets is stitched into every accessory and blended into every bite. Explore our world of handmade quality and natural goodness.