V-DOG

AMERICA’S FIRST VEGAN DOG FOOD COMPANY.

Brand Strategy | Brand Voice | Brand Identity | Brand Experience

4 dogs of different breeds sit, smiling at the camera, with bags of V-Dog treats and chews in front of them

V-dog needed a major overhaul to catch up to the sophisticated tastes of health and planet-conscious pet guardians. They had an amazing product, loved by dog owners, but didn't have a clear position and visual language to bring their brand to life when they communicated with the outside world. We created a crystal clear brand position and then developed their verbal strategy, ensuring that the brand personality came to the fore. In tandem with this, we created their complete brand look and feel from the ground up. Since then, we've been with them every step of the way, extending their product naming, packaging, messaging, and strategy. Since the brand relaunch, sales rocketed, increasing five fold, and V-dog is now sold in Canada, Europe, Australia, and Asia.

A bag of V-Dog Kinder Kibble mini bites sits on a white table, surround by fruits and vegetables and a scoop with kibble in it

A young girl holds a V-Dog breath bone while a brown dog to her right sits patiently

8 V-Dog bone-shaped biscuits, grouped in rows of 4 with heart-shaped biscuits above

A black and white dog eats with his head in his food bowl, he is wearing a green bandana that says "V-Dog" with a bag of food behind him

A young child in a red blouse and denim shorts holds a bag of V-Dog Wiggle Biscuits

A line up of 3 V-Dog treat bags, from left to right: Breath Bones Regular, Wiggle Biscuits Peanut Butter, and Breath Bones Minis

An ingredients list from V-Dog that reads No Fillers, Pea Protein, Saves Animals, Reduces Energy, Wholesome Ingredients, Dogs Thrive, Conserves Water and Preserves Land

“Without deep pockets for a marketing budget, we’re almost entirely reliant on the loyalty of our customers to build our brand. By having just the right brand positioning for such a niche audience, we were able to increase our sales 500% after the rebrand.”

— Lindsay Rubin, VP

Read the full review

A black and white dog smiles with a package of V-Dog wiggle biscuits next to him

A gray-colored seal that reads "Our Never Anys" at the center with an outer ring of text that reads "Animal Products, Fake Stuff, Fillers, Animal By-Products, Wheat, Corn, Soy"

A brown dog eagerly gobbles down a bowl of food with a bag of V-Dog kibble behind him

An animated gif of a bag of V-Dog wiggle biscuits blueberry laying on it's side on a marble table, one treat appears in a line after another in a sequence

3 french bulldogs beg for a treat from their owner's hand, they wear V-Dog green bandanas on their necks

A small dog in an avocado costume sits in the corner of a couch beside an avocado pillow. The dog appears to be "holding" a bag of V-Dog Wiggle Biscuits

A brown scruffy dog looks at the camera with a biscuit in his mouth, close to the camera is a back of V-Dog Kinder Kibble

A white and black shih-tzu mix opens it's mouth while it's owner places a biscuit in it's mouth

A blue pitbull mix wears a bright green bandana that reads "plant powered". A bag of V-Dog breath biscuits lays at his feet

A chihuahua mix sits in a wicker basket licking his nose as his owner hands him a V-Dog Breath Bone

Two large blue pitbulls stand proudly with green V-Dog bandanas that read "Plant Powered"

A small multi-colored fluffy dog smiles for the camera in it's green V-Dog bandana

A small brown and white dog holds in it's mouth a hand-sewn plush of the earth in the shape of a heart

A small, white bulldog smiles for the camera next to a bag of V-Dog Kinder Kibble and treats

A brown and white dog licks his lips beside a large bag of V-Dog Kinder Kibble and several bags of treats

A small, fluffy white and brown dog smiles excitedly at the camera beside a bag of V-Dog breath bones

A black and brown Shepard mixed dog looks happily up at the camera while surrounded by a ring of V-Dog kibble and treats

A black corgi-mix looks at the camera beside a bag of V-Dog Breath Bones

A small dog looks to the camera in it's V-Dog green bandana

A speckled brown and white dog with a green V-Dog bandana sits happily in a field beside bags of kibble and treats

A white, fluffy dog happily digs around in a bag of V-Dog kibble

A small, fluffy brown dog lays belly-up in a fluffy white blanket with a bag of V-Dog kibble behind her

500%

Increase in sales 18 months after we launched the rebrand. That’s a lot of bones.

What we delivered.

Brand Strategy

Research & analysis
Vision
Mission
Personality
Tone of voice
Brand Architecture
Brand Voice

Product Names
Elevator pitch
Brand promise
Descriptor
Tagline
Key messages
Brand Identity

Logo
Family of fonts
Color palette
Copy style
Photography style
Brand Experience

Brand launch campaign
Social media profiles
Packaging design
Promotional material