Creating a brand and communication strategy

Pratik is a Ukrainian manufacturer of quality pet food that dreams of setting new standards for pet nutrition. The brand is building a new plant to produce food with the highest meat content.

In Ukraine it is used to call animal food made of kitchen tricky meat cut-offs (sometimes) as “feedstuff”.

As a result of branding sessions and studying the owner’s approach to quality, we realized that our product is FOOD, not feedstuff! This simple message is filled with lots of meanings and directly expresses the quality characteristics of the product.

We crossed out the word “animal feedstuff” on all packaging and wrote “FOOD”, and banned the use of the word “feedstuff” in communication.

In the communication strategy, we decided to make a real revolution of cats and dogs who remembered their wild origin and demand real food, not feedstuff!