Brand Tone

Passionate & Caring, Educational & Informative, Direct & Confident, Trustworthy & Transparent, Slightly Playful/Colloquial (Australian), Convenience-Oriented

Brand Values

• •Health & Vitality of Dogs
• •Natural & Whole Foods
• •Quality & No Compromise
• •Transparency & Honesty
• •Convenience for Owners
• •Ethical Practices
• •Education

Best Practices

• •Always Prioritize "Dogs Deserve Better": This core belief should subtly or overtly underpin all messaging. Every piece of copy should reflect a genuine care for canine well-being.
• •Be Confidently Informative, Not Arrogant: Share knowledge about raw feeding and canine health with authority, but maintain a helpful and approachable tone. Avoid overly technical jargon unless explained clearly.
• •Embrace the "Aussie Mate" Vibe (Authentically): Use colloquialisms like "mate" or playful dog-related puns where appropriate, but don’t overdo it. It should feel natural and friendly, reflecting the brand's Australian roots.
• •Maintain Transparency and Honesty: Be upfront about ingredients, processes, and the brand's philosophy. Don't shy away from contrasting Rawmate’s approach with less desirable industry practices, but do so factually and with the dogs' best interests at heart.
• •Balance Passion with Clarity: While passion for dogs and raw feeding is key, ensure the practical benefits (health, convenience, quality) are clearly communicated to the customer. The "why" (passion) should lead to the "what" (product benefits) and "how" (easy delivery).

Social Perception

Advocate for Raw Feeding, High-Quality Provider, Trustworthy Alternative, Australian Brand, Cares About Dogs

Copy Examples

• •Headline: Stop Scooping fillers. Start Fuelling Vitality. Body: Your best mate deserves real, wholesome food, not a bowl full of mystery mush. Rawmate delivers vet-formulated, Aussie-sourced raw meals packed with everything they need to thrive, and nothing they don’t. Because a healthier dog is a happier dog. That's the Rawmate promise, mate! Call to Action: See the Difference Raw Can Make!
• •Headline: Time-Poor? Your Dog Doesn't Have to Be Nutrition-Poor. Body: We get it, life’s hectic. But compromising your dog’s dinner? Never! Rawmate designs, preps, and delivers pawfectly portioned, raw meals right to your door. All the goodness, none of the guesswork. Give your dog the best, effortlessly. Call to Action: Get Your First Meal Plan!
• •Headline: Sick of the Big Pet Food Spin? We Tell It Straight. Body: At Rawmate, we believe in transparency. No hidden nasties, no marketing fluff – just 100% natural, raw ingredients for optimal canine health. We started Rawmate because we knew dogs deserve better than what the conglomerates were dishing out. Ready for real food for your real dog? Call to Action: Discover Our Ingredients.
• •Headline: From Farm to Bowl: The Rawmate Commitment to Quality. Body: We’re passionate about what goes into your dog’s bowl. That’s why we partner with trusted Aussie farmers to source the finest, human-grade ingredients. Less processing, zero chemicals, just pure, raw goodness your dog will drool over. Call to Action: Explore Our Ethical Sourcing.
• •Headline: Unleash Their Inner Wolf. (Naturally!) Body: Dogs are designed to eat raw. Rawmate taps into their ancestral diet with delicious, species-appropriate meals that boost energy, improve digestion, and make coats shine. It’s not just food; it’s fuel for their best life. Call to Action: Learn About Raw Feeding Benefits!