Brand Tone

passionate, educational, and transparent

Brand Values

• •Sustainability
• •Health and Nutrition
• •Transparency
• •Innovation

Best Practices

• •Lead with the "Why": Always connect the product back to the core values of sustainability and health. Start with the mission (fighting food waste, better nutrition) before detailing the product features.
• •Use Transparent Language: Be open and specific. Instead of just saying "good for the planet," say "made with upcycled ingredients" and "packaged in compostable bags." Mentioning partners like the Pet Sustainability Coalition adds credibility.
• •Balance Passion with Science: Combine emotional, relatable language ("pup-parents," "furbabies") with authoritative terms ("veterinary nutritionist," "proprietary process," "bioavailability") to build both connection and trust.
• •Educate, Then Sell: Use content to inform the audience about the problems of food waste and the realities of the pet food industry. This establishes the brand as an expert and makes the product the logical solution.
• •Amplify Customer Voices: Actively feature testimonials and reviews, especially those that highlight solutions for picky eaters or health improvements. This provides powerful social proof that reinforces the brand's promises.

Social Perception

premium, mission-driven, and trustworthy

Copy Examples

• •Reduce your pup's pawprint, not their protein. 🐾 Our meals are made from delicious, upcycled, human-grade ingredients that fight food waste with every bite. Good for them, great for the planet.
• •Did you know the pet food industry has a massive environmental impact? Be part of the solution. The Conscious Pet upcycles high-quality ingredients from restaurants into nutritious, protein-packed meals for your dog. Learn more and get 20% off your first order.
• •Finally, dog food you can feel good about. Vet-nutritionist formulated, sustainably sourced, and picky-eater approved. Join the movement.
• •Picky eater? Problem solved. Planet-friendly? Problem solved.
• •Every bag of DoggieBag is packed with gently cooked, upcycled chicken and pork, plus organic veggies. No grains, no fillers, no artificial anything—just complete nutrition that helps reduce food waste.