Pawgress is a pet supplement company co-created by a certified canine nutritionist. Focused on whole-body wellness for dogs, Pawgress launched with two core products: Multi 8-in-1 powder and Probiotic Plus powder.
Role:
Brand Voice & Strategy
Industry:
Pet Wellness
Duration:
7 months
Challenges
Pawgress was launching into a crowded and highly competitive market. They needed a partner to help them build a brand from scratch that could stand out from competitors and educate consumers on the benefits of their product.
Market Entry: Break into a crowded pet wellness market that requires consumer education before purchase.
Brand Identity: Develop a brand voice, name, and slogan that felt approachable, trustworthy, and unique.
Creative Positioning: Position the brand visually to appear friendly and approachable in a market often dominated by sterile, science-heavy branding.
Approach
Our approach was to build a brand that was as adorable and approachable as the dogs it serves. We collaborated with designers to create a standout visual identity and crafted a brand voice that was both educational and fun.
Foundational Brand Strategy: We were responsible for the foundational work, including naming the brand, crafting its slogan, and building a full brand voice and content strategy.
Creative Execution: We worked with designers to create a distinct brand that stood out from competitors and worked with a major influencer (2.8M followers) to help launch the product.
Educational Content: We focused on creating content that translated scientific information into accessible and engaging educational material for pet owners.
Results
Our foundational brand work culminated in a successful product launch that established a strong brand identity from day one.
Successful Launch: Our strategic content and creative work laid the groundwork for a successful soft launch that generated a notable number of initial sales.
Brand Authority: We created a cohesive and professional brand voice and messaging, giving Pawgress the brand authority it needs to build trust and educate its audience in a new market.
Future Plans
With the launch successfully completed, we continue to work with Pawgress on an as-needed, part-time basis, providing ongoing strategic support as they continue to grow.
Conclusion
Our foundational brand work for Pawgress demonstrates our ability to launch a compelling brand voice from scratch. By creating a beautiful, cohesive, and approachable identity, we provided Pawgress with the brand authority it needs to build consumer trust and successfully enter a new market.
