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        01 Idf Cs Lifestyle 01

        itsdogfood.com Defining Opportunity / Brand Creation / Brand Narrative / Brand World

        Taking the lead in a barking category


        The Brief

        People are trading up to better quality dog food and by cutting out the middle man with a D2C format, we’ve been able to make it more accessible. We’d like you to create the brand.

        The Opportunity

        To justify their high prices itsdogfood.com’s competitors are patronising and guilt-tripping consumers. Without this barrier of price, we saw the opportunity to position itsdogfood.com as a straight-talking antidote to the category, speaking to a huge group of people who see dogs as dogs, not ancestral wolves or fur babies.

        • Our strategic approach was to address the industry head-on. We positioned itsdogfood.com to speak to rational thinkers and developed strong messaging at the core of the brand.
        03 Idf Cs Wall Posters V2
        04 Idf Cs Lifestyle 03 05 Idf Cs Lifestyle 04

        To bring to life a brand with messaging at its core, we hand-painted a bespoke typeface full of bold but playful personality, brought out by developing multiple variants for each character.

        06 Idf Cs Type
        08 Idf Cs Brush Stroke 1 09 Idf Cs Brush Stroke 2

        We suggested digital applications from website content to social and created a comprehensive brand guidelines.

        10  Df Cs Idevices
        11 Idf Cs Full Group Image

        As the final point of contact with the brand is tangible packs, we designed them to carry through and build on the experience of the brand in an offline environment.

        15 Idf Cs Box Delivered Purple
        Next Project Vocation Brewery