One-in-a-million recipes for your one-in-a-million
No one does tailored dog food like Tails.com.
With a million unique kibble blends at their disposal, they can create
bespoke meals for every breed, age, health requirement and activity level.
But the dog food market is filled with brands promising all sorts of
things to owners, making it hard for shoppers to decide what’s best for their pets.
We turned their Unique Selling Point into a distinct point of view. Building a brand
world around their fundamental belief that no two dogs are the same,
and their food shouldn’t be either.
Seriously Silly
Owning a dog is a funny thing. It’s a huge responsibility
that requires serious care. But it can also be incredibly silly.
We wanted to capture this duality in our writing style—showcasing
Tails.com’s scientific expertise while illustrating that they
understand all of the realities of life with a dog. Ultimately
positioning them somewhere in the middle of cold, clinical
dog foods and the cutesy, soft brands that don’t land
health messaging.
The Vet Next Door
By combining two opposing pillars—Pragmatism and Joy—we
crafted a voice that helps owners take the best possible care
of their pets, while relating to the more lighthearted moments
of ownership. All while underlining the details to remind customers
their food would be 100% tailored.
By combining two opposing pillars—Pragmatism and Joy—we
crafted a voice that helps owners take the best possible care
of their pets, while relating to the more lighthearted moments
of ownership. All while underlining the details to remind customers
their food would be 100% tailored.
We tested the voice across every stage of the customer
journey. From big advertising moments, to the sign up process,
kibble bag and emails.
journey. From big advertising moments, to the sign up process,
kibble bag and emails.
Special thanks to: Andy Bell (Client Lead), Harry Edmonds (Creative Director), Cecilia Serafini (Design Director),
Tor Ronald (Senior Designer), Sophie Stucke (Senior Strategist) and the team at The Or.
BACK TO WORK
Tor Ronald (Senior Designer), Sophie Stucke (Senior Strategist) and the team at The Or.
BACK TO WORK