Brand Tone

Caring, Trustworthy, and Playful.

Brand Values

• •Health and Wellness
• •Artisan Craftsmanship
• •Sustainability
• •Community
• •Local Pride

Best Practices

• •Speak 'Dog Person': Always use warm, affectionate, and slightly playful language. Refer to pets as 'fur friends,' 'best mates,' or 'the pup,' and owners as 'pet parents' or part of the 'Woofas pack.'
• •Lead with the 'Why': Don't just list features; explain the benefits. Instead of 'Grain-Free,' write 'Grain-Free for happy tummies.' Instead of 'Single-Protein,' write 'Single-Protein, the perfect choice for dogs with food sensitivities.'
• •Anchor in Your Values': Weave your core values (Natural, NZ-Made, Handcrafted, Sustainable) into every piece of copy. These are your key differentiators and the reason customers choose you.
• •Maintain a Trustworthy Tone': When discussing ingredients and health benefits, be clear, honest, and transparent. Back up your claims by referring to your 'Woofas Barkery Promise.'
• •Amplify Your Community's Voice': Continue to feature customer testimonials and photos. Use their enthusiastic language ('obsessed,' 'goes crazy,' 'love love love') as inspiration for your own headlines and social media posts. This provides social proof and keeps your tone authentic.

Social Perception

The public perceives Woofas Barkery as a premium, reliable, and ethical brand that genuinely cares about animals.

Copy Examples

• •That 'I know a good thing when I smell it' look. 😉 Our single-protein Lamb Bites are handcrafted right here in NZ from the finest natural ingredients. Perfect for sensitive tummies and guaranteed to make tails wag! #WoofasBarkery #NZMade #HappyDog #NaturalDogTreats
• •Worried About What's in Your Dog's Treats? We get it. That's why we created the Woofas Barkery Promise. Every treat is handcrafted in our Auckland bakery using only natural, organic, and free-range NZ ingredients. No gluten, no grains, no nasty fillers. Just pure, delicious goodness for your best friend. Shop our healthy range today.
• •Baked with Love. Delivered for Free. Stock up on your fur friend's favourite natural treats. Get FREE SHIPPING on all orders over $50.
• •A Story from Farm to Fur Friend 🐾 Hi [Customer Name], ever wonder where the delicious lamb in our Lung Bites comes from? This month, we went straight to the source... [Continue with a short story about a partnership with a local NZ farm, reinforcing the values of quality and local sourcing].
• •Give your pup the goodness of the garden! Our new Veggie Patch biscuits are lovingly handcrafted with organic carrots, spinach, and a hint of parsley. These vegan, gluten-free delights are packed with vitamins and have a satisfying crunch they'll adore. As always, they're made in small batches with zero artificial additives. Because your best mate deserves the best.