PremieRpet, specialists in evidence based optimal nutrition and known as a standard-bearer for quality, safety and innovation in pet food throughout Brazil and the world, were preparing for launch in the US with an expanded line of healthy dog food products.
Aiming to launch under a new brand, the team engaged Wunderdogs as partners in planning and executing its brand strategy & messaging, naming, and visual identity.
Quantitative and qualitative consumer research done by our sister agency Red Sky, supplemented with in-depth interviews with PremierPet’s key decision makers helped us identify several fundamental insights that guided our brand strategy and messaging process.
US pet owners face unnecessary challenges in determining the best diet to feed their pets. They need a partner to support their pets’ health. A brand that cuts through the confusion and empowers confidence in pet owners to make the best decisions about their pets’ nutrition.
We focused on three major areas in crafting the new brand narrative that celebrated the brand's Brazilian origin, highlighted their scientific foundation and brought to life the bond with US pet owners through shared values.
We crafted a new brand statement: “Science for the Goodness in Our Pets'', which positions PremieRpet’s specialty as science-based nutrition that advances the quality of life. This was extended into multiple external messaging frameworks, targeting consumers and veterinary professionals, as well as describing different product lines.
In addition to strategy and messaging we worked in close partnership with the PremieRpet team to develop the name Natoo. An English phonetic spelling of PremieRpet's "Nattu" product name to strengthen a direct tie to the existing Brazilian brand and product.
The US pet food market is competitive and as such we identified an opportunity for Natoo to own a new combination of a credible voice for science, delivered through unconventionally warm storytelling. Visually, we achieved this by creating a concept based on a combination of scientific rigor and quality, goodness that advances quality of life and the emotional bond we have with our pets. The vibrancy and energy of Brazil was captured through colors and patterns that represent positivity of life.