Brand Tone

humorous, personal, and pet-centric

Brand Values

• •Quality and High Standards
• •Pet Well-being and Health
• •Personal Connection and Community
• •Joy and Fun in Pet Ownership

Best Practices

• •Write from Pelle's Perspective (or to His Standards): Always use the "Pelle" persona as a filter. Ask: "Would Pelle approve of this? Does this sound like something his fun-loving, foodie-focused humans would say?" This ensures the copy remains personal and pet-centric.
• •Use Playful and Descriptive Language: Avoid generic, corporate-sounding copy. Instead of "high-quality ingredients," use phrases like "first-class dining," "gourmet-tester approved," and "the tastiest treats on the block." Use fun, evocative product names that reflect the brand's personality.
• •Incorporate a Storytelling Element: Every piece of copy is a chance to tell a mini-story. Whether it's a new product launch or a social media post, frame it within the world of Pelle and his friends. This reinforces the brand narrative and makes the content more engaging.
• •Engage with the Community as "Friends": When responding to comments, reviews, or questions, maintain the friendly and personal tone. Address customers and their pets as part of the "Pelle & Friends" community. Use emojis and a warm, conversational style.
• •Maintain a Consistent Voice Across All Channels: The humorous, personal tone should be consistent from the website's "Pelle's Story" to the shortest TikTok caption. Every touchpoint is an opportunity to reinforce the brand's unique personality. Regular internal reviews of marketing materials can ensure this consistency is upheld.

Social Perception

largely positive within its immediate customer base and influencer community; perceived as a trusted, high-quality brand that delivers on its promises of taste and suitability for pets; a well-regarded niche brand with a loyal but contained following.

Copy Examples

• •Pelle has spoken! Our new 'Silky Salmon & Garden Veggies' menu has officially passed the connoisseur test. Even the cat is jealous. Upgrade your pet's dinner from 'just food' to 'first-class dining.' Bon appétit! #ApprovedByPelle
• •Movie night with your best friend just got an upgrade. Our Cheese-Popcorn is the grain-free, soft-textured treat that won't annoy the neighbors with loud crunching. Perfect for training, treating, or just because they're cute. #PelleAndFriends #SnackTime
• •Is your dog a gourmet? Does your cat have class? You're in the right place. We make food for the pickiest of pals, approved by our very own flavor-expert-in-chief, Pelle. Welcome to the friend group.
• •That 'Pelle & Friends delivery just arrived' feeling. Our treats are made with love, high-quality ingredients, and a little bit of magic. What's your pet's favorite snack?
• •Don't let your furry friend miss out on the taste of summer! Our limited edition 'Sunshine Chicken with Peach' is like a holiday in a bowl. Pelle gives it two paws up. Order now before it's gone!