Brand Tone

Passionate, Honest, and Caring

Brand Values

• •Quality without Compromise
• •Health and Nutrition
• •Transparency and Honesty
• •Local Sourcing & Community Support
• •Passion for Pets
• •Integrity
• •Innovation
• •Family-Owned
• •Made in South Africa

Best Practices

• •Always Prioritize Pet Well-being: Every piece of copy should reflect a genuine care for the health and happiness of pets. Use words that convey nourishment, vitality, and joy.
• •Be Transparent and Educational: Clearly communicate the quality of ingredients and the benefits of natural food. Share information openly and honestly, avoiding jargon where possible or explaining it clearly.
• •Speak from the Heart (with a South African Touch): Let the passion for pets and the pride in local sourcing shine through. Use warm, approachable language that feels authentic and connects with fellow pet lovers.
• •Maintain Honesty Above All: Ensure all claims are accurate and backed by your practices. If you say "no fillers," ensure your audience understands what that means and why it's important.
• •Engage as a Fellow Pet Parent: Write as if you're talking to a friend about their beloved pet. Use relatable scenarios and language that shows understanding of the pet owner journey.

Social Perception

Customers perceive Max & Rosy as a trustworthy brand that provides high-quality, healthy, and natural dog treats. The emphasis on human-grade, locally sourced ingredients resonates well with pet owners. The positive reviews frequently mention that dogs enjoy the taste of the treats and that owners feel confident in the quality of the products. The brand is seen as caring about animal welfare and supporting the local South African community. There is a general appreciation for the transparency regarding ingredients and the "free-from-nasties" approach.

Copy Examples

• •Because they're family. We pour our hearts into crafting delicious, all-natural treats with the finest local South African ingredients. Give your furry best friend the wholesome goodness they deserve. #MaxAndRosyLove
• •No hidden nasties, just pure, tail-wagging joy! Our human-grade treats are made with love and honesty, right here in South Africa. See the difference real ingredients make. [Learn More About Our Promise - link]
• •Fuel their adventures, naturally! Max & Rosy treats are packed with locally-sourced protein and goodness, gently baked to keep all the good stuff in. Because a healthy pet is a happy pet. #ProudlySouthAfricanPets
• •From Jacques' kitchen, inspired by his own beloved Max and Rosy, comes a treat you can trust. We believe every dog deserves the best – that's why we only use ingredients we'd feed our own. Taste the love. #FamilyOwnedWithPassion
• •Tired of mystery ingredients? We are too. At Max & Rosy, what you see is what you get: 100% natural, locally-farmed goodness for your dog. It's that simple. Because they're worth it. #SimplyTheBestForYourPet