Biome9

BIOME9 is a premium pet wellness brand built on the love of dogs, transforming their health and happiness through the application of cutting-edge life sciences and AI. Our at-home test combined with the power of our computational AI will reveal the complex science of your dog’s gut health and deliver personalised advice on diet, lifestyle adjustments and a targeted supplement plan to improve their health and wellbeing. Which is an accurate description of what we do. But we’ll need much more than an accurate description to connect with pet lovers all over the world. We need to move them. Excite them. Impress them with our scientific expertise, but win them over with our understanding of what it means to truly want the best for your dog. This is how we’ll do it - in everything we do.

Don’t: - Dumb down. In trying to clarify, avoid overly-simplistic explanations or metaphors (eg. It’s a bit like putting on a hat) - Be overly sentimental. Words like ‘pooch’, ‘pup’, and ‘furry friend’ undermine the seriousness of our science. We’re about more than nice-to- have treats to get tails wagging. - Use stats with no context. Numbers only confuse when they’re not clearly linked to a story - make sure they always have meaning. - Do jokes. We’re not a laugh out loud brand. Avoid cheap puns (eg. Dogs suffer with a ‘paw’ diet) and exclamation marks. Do: - Be succinct. Always ask yourself ‘can I say this clearer or in fewer words?’ - Keep it classy. We’re a premium brand, so when you add warmth to copy, make sure it’s done tastefully, and with a small smile; like your most charming science teacher.