Brand Tone

friendly, relatable, and authentic

Brand Values

• •Durability
• •Affordability
• •Authenticity
• •Practicality
• •Community

Best Practices

• •Lead with the "Why": Always tie the product back to the origin story of Mack and Kenzie. It’s the most authentic and memorable part of the brand.
• •Use "We" and "Our": This inclusive language reinforces the idea of a small, personal business and a shared community of dog owners.
• •Speak in Benefits, Not Just Features: Instead of saying "made from durable nylon," say "crafted with tough nylon to handle even the most enthusiastic pullers."
• •Foster a Two-Way Conversation: Actively ask questions and encourage user-generated content on social media. This builds community and provides social proof.
• •Maintain a Consistent Voice Across All Platforms: The friendly, relatable tone should be present in every piece of communication, from the website copy and social media posts to customer service emails.

Social Perception

Genuine and trustworthy, resonating with customers through its origin story and promise of durable, affordable products. Fosters a positive community through direct engagement.

Copy Examples

• •Tired of collars that can't keep up with your dog's adventures? We've been there. That's why we designed our tactical collars to be as tough and resilient as our own Mack and Kenzie. Adventure-proof and built to last.
• •If mealtime is a race in your house, we get it. Kenzie, our Dalmatian, could win a gold medal in speed-eating. Our Double Rainbow Feeder turns mealtime into a fun and engaging challenge, promoting healthier digestion for your furry friend.
• •Mack & Kenzie Pet Co wasn't created in a boardroom. It was born in a living room, surrounded by the remnants of yet another destroyed dog bed. We're not just a company; we're dog owners on a mission to create products that last.
• •Bringing a new puppy home is a joy... until they discover their new favorite chew toy is your wallet. Our puppy-tested, Mack-and-Kenzie-approved gear is made to withstand those sharp little teeth, saving you money in the long run.
• •Think your pup has what it takes to join our pack? We're looking for brand ambassadors who share our love for durable gear and outdoor fun. Swipe up to apply and get access to exclusive perks!