For those who value authenticity, MAKE SENSE created the brand strategy for Mavsy.
The Ukrainian pet treats brand Mavsy has received a new brand strategy developed by the strategic marketing agency MAKE SENSE, opening new opportunities for both the Ukrainian and international markets.
During the strategy development process, the MAKE SENSE team considered from the very beginning that Mavsy was not intended to be a local brand, but rather a company with strong export potential. Therefore, the strategy was built around international benchmarks and the competitive landscape of the global market.
Mavsy specializes in producing premium treats for pets with high standards for ingredient selection and product quality. The brand focuses on natural ingredients, nutritional value, and exceptional taste, building trust among pet owners.
The agency’s key objective was to rethink the brand and create a clear competitive advantage. The new core of the brand became authenticity, which is reflected across every level of the brand: the product itself through natural ingredients; the new packaging through a dedicated “zone of authenticity” that transparently communicates the product composition and the absence of unwanted ingredients; communications through an honest and open tone of voice; and relationships with partners and customers based on trust and long-term cooperation.
Based on this approach, a new positioning was developed: Mavsy is an international pet food and treats brand for those who value authenticity. The brand’s key message, “True Love,” expands across multiple communications such as “True Love for pets,” “True Love in every can,” “True Love in every ingredient,” and “True Love at every shared meal,” emphasizing the emotional bond between people and their pets.
MAKE SENSE developed the brand platform, refreshed the visual identity and packaging according to modern international standards, and restructured the product portfolio by creating a clear ecosystem based on target audiences, customer needs, and product lines. This approach enables the brand to communicate its value proposition more effectively and build long-term market value.
Kyrylo Tereshchenko, founder of MAKE SENSE, commented:
“When developing any strategy, it is essential to understand where the brand is heading in the long term. We do not build brands for one year — we build them for decades. That is why for Mavsy we formulated a vision of becoming an international leader that shapes a new culture of conscious love for pets. This vision allows the brand to compete globally on both rational and emotional levels.”
Svitlana and Viktor Manushko, founders of Mavsy, added:
“Our goal is for the Ukrainian brand Mavsy to become part of the international pet care ecosystem and set trends within its category. That is why the company invests in its own R&D, continuously developing new flavors and ingredient combinations. Our main objective is to create beneficial products that pleasantly surprise consumers and allow the brand to compete successfully on the global market.”
