Brand Tone

Passionate, Caring, Conscious, Transparent, Direct, Playful, Authoritative

Brand Values

• •Animal Health & Wellbeing
• •Quality & Purity
• •Transparency & Honesty
• •Sustainability & Ethical Sourcing
• •Handcrafted & Conscious Production
• •Customer Connection & Support

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the identified tone (Passionate, Caring, Conscious, Transparent, Direct, Playful, Authoritative), including key vocabulary, "do's and don'ts," and examples. Share this with anyone creating content.
• •Embrace the "Cool Cat" Persona Authentically: Infuse the playful and engaging elements (like "RAWR," "cool cats," puns) naturally, without overdoing it. The humor should feel clever and aligned with a cat lover's perspective.
• •Prioritize Transparency and Honesty in All Claims: Given the scrutiny in the raw pet food community (e.g., Avian Flu testing discussion), ensure all statements about sourcing, safety, and ingredients are accurate, easily verifiable, and clearly communicated. Avoid "yayas or token phrases."
• •Consistently Highlight Core Values: Weave in the brand’s commitment to animal health, quality ingredients, sustainability, ethical sourcing, and handcrafted production across all communications, from product descriptions to social media posts.
• •Speak Directly to the Informed and Caring Cat Owner: Acknowledge that the target audience is likely well-researched and deeply cares about their pet's wellbeing. Use language that respects their intelligence while providing clear, benefit-driven information about why RAWR is the superior choice.

Social Perception

Positive (among users), Trusted (by some partners), High-Quality & Premium, Potential Skepticism (regarding specific claims), Niche

Copy Examples

• •Headline: Unleash Their Inner Lion. Fuel Their Wild Side. Body: Stop settling for "good enough." RAWR is real, raw nutrition crafted for your cool cat. We use only thoughtfully sourced, G.A.P. certified meats and a simple, powerful supplement mix. Because a healthier cat is a happier predator of toy mice. #EatLikeALion
• •Headline: From Our Kitchen to Their Bowl, With Love (and a Lot of RAWR!). Body: We're cat parents first. That’s why we handcraft every RAWR meal in our own California kitchen, using the same quality local ingredients we'd want for our own feline family. No secrets, no shortcuts, just pure, unadulterated goodness. See the difference real food makes.
• •Headline: Tired of Mystery Meat? So Are We. Body: RAWR means knowing exactly what your cat is eating. Sustainably farmed, hormone-free, bone-in whole proteins. It’s the diet nature intended, made by people who genuinely care. Give your cat the gift of vibrant health. They’ll thank you with extra purrs (and maybe fewer hairballs).
• •Headline: The RAWR Difference: More Than Just Food, It's a Philosophy. Body: We believe in a better way to feed our best friends. That means supporting local farms, championing animal welfare, and creating meals that truly nourish. Join the RAWR pride and see your cat thrive like the magnificent lion they are.
• •Headline: Is Your Cat Ready to RAWR? Body: Unlock peak purr-formance with RAWR's species-appropriate raw meals. Packed with everything they need and nothing they don't. Because "kibble coma" isn't a good look on any feline. Shop our range of delicious, predator-approved eats today!