Brand Tone

Caring, passionate, community-focused, friendly, personal, enthusiastic, and authentic.

Brand Values

• •Health and Nutrition
• •Quality and Local Sourcing
• •Animal Welfare and Community Support
• •Authenticity and Transparency
• •Passion and Connection

Best Practices

• •Prioritize "Pet-Parent" Language: Always use inclusive and loving terms like "pawrents," "fur babies," and "four-legged family members" to reinforce the idea that pets are part of the family. This maintains the caring and community-centric tone.
• •Lead with the "Why": Continuously weave the founding story of helping Uma into marketing materials. This authentic narrative is a powerful differentiator and reinforces the brand's core values of health, love, and animal welfare.
• •Emphasize Local and Natural: In every product description and social post, highlight keywords like "All-Natural," "Single Ingredient," "Locally Sourced," and "Made in BC." This consistency builds trust and appeals to the target audience's desire for quality and transparency.
• •Stay Passionate and Enthusiastic: Use positive, energetic language. Incorporate exclamation points, emojis (🐾, ❤️), and fun, descriptive words ("CRONCH," "Yey!") where appropriate to reflect genuine passion and excitement for the products and the community.
• •Engage with the Community Genuinely: When responding to comments and reviews, mirror the brand's warm tone. Ask questions, celebrate customers' pets by name, and always express gratitude. This transforms passive followers into an active, loyal community.

Social Perception

Overwhelmingly positive; seen as a trustworthy, local business providing high-quality, natural, and healthy Canadian-made pet products, with caring owners.

Copy Examples

• •That mid-air CRUNCH! 🐾 There's nothing like seeing their pure joy. We make our single-ingredient Beef Liver treats for moments just like this. 100% Canadian, 0% additives, and 110% made with love in BC. What's your pup's happy-treat dance? #WOWTreats #DogTreats #MadeInCanada #NaturalDogTreats
• •Sensitive tummy? Picky eater? We get it. That's why we created WOW treats—with single, easy-to-understand ingredients sourced from local Canadian farms. From savory beef liver to seasonal pumpkin delights, give your best friend the wholesome goodness they deserve. Shop our collection now and see the 'wow' for yourself!
• •Fuel your adventures and training sessions with the treat that started it all. Our All-Natural Beef Liver treats are handcrafted from 100% grass-fed, Canadian-raised cattle. Sliced thin and dehydrated to perfection, they offer a satisfying crunch that dogs go wild for. Easy to break into smaller pieces for training or to give whole as a special reward. Because your four-legged family member deserves nothing but the best.
• •A Treat For Them, A Helping Paw For Others ❤️
• •For the wild hearts and muddy paws! 🐾 Our new Biothane leashes are here. 100% waterproof, stink-proof, and adventure-proof, just like your trail companion. Handcrafted for the beautiful, messy moments you share. Explore the collection.