UK – Itsdogfood.com is fighting back against the patronising nature of modern pet food branding.
When designing the brand identity, creative studio Robot Food wanted to address the ‘barking’ pet food industry head-on by marketing its products as no-nonsense and transcending typical dog food campaigns that focus on buzzwords such as artisanal, organic and holistic. Instead, the brand is straightforward in its messaging, offering a more nutritious alternative to manufactured protein-based wet food, while keeping prices competitive with a direct-to-consumer subscription model.
‘Our competitors seem to over-justify their high price points by patronising and guilt-tripping dog owners with cutesy animations referring to ‘fur babies’ or describing dogs as ‘ancestral wolves’ that require a primal diet,’ says founder Craig Wallace. ‘We wanted to remove the BS and democratise better quality dog food as the main barrier to trading up until now has been price.’