Brand Tone

Caring and Passionate, Honest and Transparent, Trustworthy and Reassuring, Proudly South African/Local, Friendly and Approachable

Brand Values

• •Health and Well-being of Pets
• •Quality
• •Integrity and Honesty
• •Natural and Pure
• •Local Sourcing and Community Support
• •Family-Oriented
• •Innovation

Best Practices

• •Always Prioritize Pet Well-being: Every piece of copy should reflect a genuine care for animals. Use empathetic language that resonates with loving pet owners.
• •Be Transparent About Ingredients and Sourcing: Continue to highlight the "100% human-grade," "natural," and "locally sourced" aspects. This builds trust and reinforces your core values.
• •Share Your Story (and Your Customers' Stories): Leverage the founder's story and encourage user-generated content (testimonials, photos of happy dogs). Personal stories create an emotional connection.
• •Maintain an Authentic, Friendly Voice: Avoid overly corporate or technical jargon. Keep the language warm, approachable, and easy to understand, as if talking to a fellow dog lover.
• •Emphasize "Made in South Africa" with Pride: This is a unique selling proposition that resonates with local pride and appeals to consumers who value supporting local businesses. Ensure this is consistently woven into messaging where appropriate.

Social Perception

Customers perceive Max and Rosy as a provider of high-quality, healthy, and trustworthy dog treats. The use of human-grade, natural, and locally sourced ingredients is highly valued and a significant differentiator for customers. There's a strong appreciation for the brand being "Made in South Africa" and its support for the local economy. The brand is seen as caring about pets' well-being, with many reviews highlighting how much their dogs love the treats and, in some cases, how the treats are suitable for dogs with sensitivities. The family-owned aspect and the personal story of the founder resonate positively with customers, adding to the brand's authenticity.

Copy Examples

• •Spoil Your Best Friend, Naturally. At Max and Rosy, we believe your furry family deserves the best. That's why our treats are handmade with love in South Africa, using only 100% human-grade, locally sourced ingredients. No nasties, just pure, wholesome goodness. Because their health and happiness mean the world to us.
• •From Our Kitchen to Their Bowl – The Max and Rosy Promise. We started Max and Rosy for our own beloved pups, Max and Rosy, because we wanted better for them. Our promise to you is simple: delicious, healthy treats crafted with integrity, using ingredients you can trust. Give your dog the taste of home, made with care.
• •Happy Tummies, Wagging Tails. Worried about sensitive stomachs? Max and Rosy treats are made with natural, gentle ingredients, free from common irritants, fillers, and artificial anything. Just pure, digestible goodness that your dog will love, and you'll feel great about giving.
• •Taste the South African Goodness! We’re proud to support our local farmers and bring you treats that are truly "Made in South Africa." Every Max and Rosy bite is packed with the freshest local ingredients, ensuring premium quality from our land to your loyal companion.
• •Transparency You Can See, Quality They Can Taste. No hidden ingredients, no confusing labels. Just honest-to-goodness treats made from the best nature has to offer. At Max and Rosy, what you see is what you get – and what your dog gets is simply delicious.