Creating raw moments
What we did:
- Creative Strategy
- Verbal Identity
- Visual Identity
- Brand World
- Art Direction
- Brand Guidelines
The Brief
We were the original dog food disruptors and led the raw revolution. Can you get us back to the top of the category we helped create?
The Insight
Food is fundamental to the way we bond with our pets. We just want to get it right. But it’s hard to follow quality cues or navigate nutritional benefits in a category so full of questionable claims and influencer opinion.
The idea
Real nutrition, raw emotion.
Cut through the fluff and focus on what really matters: clarity, convenience and connection.
A leader doesn’t need to shout. It guides, showing its authority with its simplicity, boldness and clarity.
The building blocks of nutrition, inspired by Nutriment’s ideal 85/15 raw balance, form the information architecture.
They bring clarity and structure to the design system, helping customers find the facts they need and making raw food more understandable and accessible.
Bold iconography and colour palettes make it easy for customers to find their favourites, old and new.
The quality of the real, natural food takes centre stage, framed in the moments that matter: the ones where we connect with our pets.
“The main differentiator for raw food is its nutritional breakdown: by focusing on these building blocks of nutrition we can communicate those benefits clearly and create distinctive assets to engage new audiences through social media and motion design.”
Rich
Design Director
Real food, captured in real moments, shows raw food as an everyday part of normal lives, backed by a straight-talking tone of voice and bold messaging.
“Switching your pet’s diet is an emotional decision as well as a rational one. Nutriment now connects with customers on both levels, making raw feeding feel more accessible and achievable for pet owners.”
Emma
Account Director
