Brand Tone

Caring and Compassionate, Trustworthy and Transparent, Wholesome and Natural, Community-Oriented and Ethical, Approachable and Friendly

Brand Values

• •Quality and Purity
• •Pet Health and Well-being
• •Transparency
• •Sustainability
• •Community Support
• •Simplicity
• •Convenience

Best Practices

• •Lead with the "Why": Always circle back to the founding story of Katie and Rosie. This emotional connection is authentic and resonates with pet lovers. Frame product benefits through the lens of caring for a beloved pet.
• •Emphasize "Human-Grade" and "Real Ingredients": Consistently use language that highlights the quality and recognizability of the ingredients (e.g., "kitchen-style," "homestyle," "ingredients you'd find in your pantry"). This reinforces the core value of feeding pets like family.
• •Be Open and Honest: Maintain transparency in all communications. Clearly list ingredients, explain sourcing practices (local, USA-made), and share information about sustainability efforts. This builds trust and aligns with the brand's values.
• •Show, Don't Just Tell, the Compassion: Use visuals and storytelling (customer testimonials, photos of happy pets, stories of shelter donations) to demonstrate the brand's caring nature. Language should be warm, empathetic, and focused on the pet's happiness and health.
• •Highlight Community and Sustainability: Regularly incorporate messaging about local sourcing, support for Pacific Northwest businesses, upcycling efforts, and contributions to animal welfare. This appeals to ethically-minded consumers and reinforces the "Portland" ethos.

Social Perception

Positive for Quality and Picky Eaters, Trusted Brand, Premium Product (with associated cost), Eco-Conscious and Ethical, Good for Sensitive Stomachs

Copy Examples

• •Headline: Real Food, Real Love. Just Like You'd Make It. Body: Inspired by a poodle named Rosie, our wholesome meals are crafted with 100% human-grade, USA-sourced ingredients. Because your best friend deserves the same goodness you do. Simple recipes, happy pets. Call to Action: Discover Rosie's favorite recipe.
• •Headline: Picky Eater Approved. Happy Tummies Guaranteed. Body: Is mealtime a struggle? Portland Pet Food Company uses limited, natural ingredients that even the fussiest pets adore. Perfect as a delicious topper or a full meal for sensitive systems. Call to Action: See the difference fresh food makes.
• •Headline: Good for Your Pet, Good for Portland (and the Planet!) Body: We craft our nutritious pet food with love, local Pacific Northwest ingredients, and a commitment to sustainability. From upcycled grains to eco-friendly pouches, we're making tails wag and our planet healthier. Call to Action: Feed them well, sustainably.
• •Headline: Transparency You Can Taste. Ingredients You Can Trust. Body: No mysteries here. Just simple, honest, human-grade ingredients like real chicken, beef, and salmon, plus wholesome veggies. All sourced and made in the USA. Because knowing what's in their bowl matters. Call to Action: Explore our clean-label recipes.
• •Headline: More Than Just Pet Food. It's a Promise. Body: Born from a desire to give one special dog the best, we promise to provide that same care and quality to your furry family. Plus, every purchase helps support animal rescue organizations. Call to Action: Join the PPFC family.