Brand Tone

Caring and Trustworthy, positive, reassuring, knowledgeable, community-focused, friendly, slightly rustic and local.

Brand Values

• •Health and Nutrition
• •Quality and Freshness
• •Animal Welfare and Enrichment
• •Customer-Centricity
• •Transparency

Best Practices

• •Always Prioritize the Pet: Frame your copy around the dog's happiness, health, and enrichment. Use words that evoke care and well-being.
• •Be Transparent About Ingredients: Consistently use phrases like "100% natural," "grain-free," "air-dried," and "no hidden nasties" to reinforce your core value of health.
• •Use a Friendly, Community-Focused Voice: Employ welcoming language. Address the customer as a fellow dog lover who wants the best for their pet. Referencing "pawrents" and "four-legged friends" builds this connection.
• •Highlight Your Heritage and Location: Mentioning your roots in Cumbria and the Lake District adds a touch of local, small-business authenticity that differentiates you from larger, faceless corporations.
• •Show, Don't Just Tell, with Social Proof: Continue leveraging customer testimonials and photos in your marketing. Phrases like "See What Our Pawsome Customers Have To Say..." reinforce trust and build a sense of community.

Social Perception

Customers perceive the brand as a provider of high-quality, all-natural, reliable, and efficient products; a trustworthy small business offering excellent and personal customer service, and good value. High satisfaction and brand loyalty.

Copy Examples

• •Fuel their happiness. The finest all-natural, grain-free treats, straight from our Deli in Cumbria to your dog's bowl. Because they deserve nothing but the best.
• •Looking for a long-lasting chew that's both delicious and healthy? Our air-dried Beef Trachea is packed with natural goodness, perfect for satisfying your dog's instinct to chew while supporting joint health. No additives, no fillers The finest all-natural, grain-free treats, straight from our Deli in Cumbria to your dog's bowl. Because they deserve nothing but the best."
• •Since 2014, we've had one simple mission: to provide the dogs of the UK with treats that are as wholesome as they are delicious. We believe that what we feed our four-legged family members matters. That's why we skip the 'nasties' and focus on high-quality, natural ingredients you can trust.
• •A special treat for a special friend? See our latest Deli delights!
• •Never run out of their favourite healthy snacks. With our 'Treat On Repeat' subscription, you save time and money while keeping the joy coming. Tailor a box for your pup today and we'll handle the rest!