Robot Food has designed the branding for the new dog food subscription service itsdogfood.com. Positioned as an antidote to the confusing and cutesy dog food category, itsdogfood.com aims to deliver top-quality dog food to your door at the most affordable price possible. Robot Food created the no-nonsense brand from scratch, handling all aspects of the branding including naming, visual identity, tone of voice, through to tangible brand touchpoints.
Robot Food's strategic approach was to address the industry head-on. The agency identified two extremes of dog owners: the anti-humanizers, those who view their dogs as wolves. And the extreme-humanizers, those who see their dogs like babies. The only group not being addressed was the largest, somewhere between the two, made up of rational thinkers who see dogs as dogs, a loveable part of the family but still a dog at the end of the day.
"As the category's straight-talking antidote, our tone of voice was the perfect starting point to lead the design," commented Designer on the project Eve Warren. "We hand-painted a bespoke typeface full of bold personality to match the no-nonsense statements we created at the core of the brand.
"We've seen a huge number of clients moving to a DTC brand model and when designing for them, the usual retail rules of engagement don't apply. In this case, we created a brand that's fun and impactful both on and offline, cutting the crap and breaking down the barriers to better dog food for all."