“If your message can’t be felt in five seconds, it’s not a message — it’s noise. Passion has to be heard, seen, and lived in every product you make.”
When Anneke van den Broek founded Rufus & Coco, she wasn’t just starting a pet-care brand — she was starting a movement.
A movement built on empathy, innovation, and a deep belief that pets make us more human.
The spark that started it all
Back in 2008, Anneke looked around and saw a gap in the pet industry. Products were functional, but rarely beautiful, sustainable, or emotionally intelligent. Pet care was treated as “other,” not as part of the everyday rituals that make a home feel alive.
With a background in business, fashion, and marketing — and a lifelong love of animals — she decided to create a brand that would elevate personal care for pets to the same standard as human personal care.
“I believed our pets deserved the same level of care, design, and respect that we give ourselves,” says Anneke. “That belief became our voice.”
From that conviction, Rufus & Coco was born — an Australian-owned brand that combined science, style, and soul.
Building from purpose, not profit
The brand began with a clear set of values:
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Better for pets through innovation and safety
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Better for people through convenience and design
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Better for the planet through sustainability
Those values became the foundation for everything Anneke built — from eco-friendly grooming to compostable poo bags and natural litters. The brand’s tagline evolved naturally:
“Pets deserve better, the people who love them deserve better, and the planet deserves better.”
That clarity allowed Anneke to scale the business internationally while maintaining its core DNA. Today, Rufus & Coco products are sold across Australia, New Zealand, Singapore, and the United States, in retailers like Woolworths, Coles, Petbarn, Petstock, Pet Circle, and Chewy.
The message that travels
As the business grew, Anneke discovered that success wasn’t only about great products — it was about clear storytelling.
In an era where consumers give brands seconds of attention, she learned that every product name, tagline, and experience had to communicate the mission instantly.
That’s how innovations like:
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Wee Kitty® pH Health Check Litter (that literally changes colour to detect feline health issues)
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The Fur Salon (premium pet grooming that feels like self-care for both human and animal)
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The Fur Dental (non-sedation teeth cleaning that makes wellness more accessible)
…became powerful vehicles for purpose. Each one tells a story — about care, connection, and better standards for pets and their people.
Anneke calls this “values into voice”: turning a belief into a brand message that anyone can feel in five seconds.
“We don’t sell litter. We sell peace of mind. We don’t sell shampoo. We sell self-care — for pets and the people who love them.”
The power of authenticity
Rufus & Coco’s tone — cheeky, warm, and clever — mirrors Anneke’s own. It’s the reason consumers feel they “know” the brand.
Whether it’s a Wee Kitty ad about “Kittytude” or a heartfelt story about rescue pets at The Fur Salon, the voice remains unmistakably human.
That emotional resonance has been key to Rufus & Coco’s global growth. The brand has now won over 15 national and international awards for innovation, sustainability, and business excellence — including the Australian Business Award for Innovation and the Sydney Business Award for Excellence in Small Business.
Scaling with heart
Anneke’s approach offers a lesson to every founder: the clearer your purpose, the louder your voice travels.
It’s why Rufus & Coco continues to grow — not by shouting louder, but by speaking more truthfully.
Each new product, campaign, or salon experience feels like a continuation of Anneke’s original promise:
to make the world better for pets, their people, and the planet they share.
“When your brand voice is built on love, it doesn’t whisper — it roars.”