Just Food For Dogs
Kicking traditional dog food right in the kibbles to make way for the fresh takeover.
The science has spoken. Kibble is out, and fresh, kitchen-made dog food is in. We worked with the pioneering folks at JustFoodForDogs to sharpen their positioning strategy, tighten their brand, refresh their website, and launch a wide-reaching campaign championing their noble mission to do right by dogs.
- Brand platform
- Alignment
- Positioning
- Identity systems
- Identity
- Messaging
- Voice & Tone
- Standards
- Executional work
- Packaging
- Graphic Design
- Campaign
Parliament develops directional strategies, brand platforms, and creative executions for companies at moments of change.
What we do
Teaching an old brand new tricks
JustFoodForDogs is one of the first brands to promote fresh food for our furry family members, and they’ve been at it for 15+ years. To expand their reach and take things to the next level, their founder recently stepped back to let private equity step in. This brought an infusion of cash, a leadership change, and an opportunity to strengthen every aspect of the brand. Enter Parliament. Now, JFFD is off and running with the big dogs, marking its territory as one of the top names in the booming fresh pet food market.
Running with science-backed freshness
This was our second engagement working with JustFoodForDogs’ newly appointed CEO and the private equity firm L Catterton. We were thrilled to work with Eric again, and having a returning team let us skip the getting-to-know-each-other phase and jump right into the brand-psychoanalysis phase. After several rounds of great discussions, the group came to the conclusion that the thing that truly sets JustFoodForDogs apart is that they are guided by more than a decade of actual, legitimate scientific research–as opposed to the other brands that rely on omnipresent marketing and bottomless buckets of money.
Getting our story straight
In a space where the same basic messages are used over and over, we needed to find the best way to speak our truth. After much soul-searching, the team concluded that JustFoodForDogs exists for one reason: to do right by dogs. From there, the rest of the key messaging fell into place. We wrote an emotional Dogifesto™ that pulled some heartstrings and helped align everyone internally, then we wrote three key messaging statements, or elevator pitches, that distilled who they are and what they’re all about in 3-second, 13-second, and 30-second bite-size blurbs.
Refresh maxxing
Rebranding comes in several flavors, from tiny touch-ups to major overhauls. This project landed somewhere in the gooey in-between. Due to real-world constraints like the logistically and financially insane prospect of replacing every single package, product line, and poster, all at the same time, we had to figure out how much of the branding we could realistically update. There were lots of moving parts, but we polished things up nicely while providing clear logo standards for anyone using these brand assets going forward.
An identity all their own
Adorable dogs. Smiling, hip-looking pet parents. Perfectly lit images of food in a bowl against a pastel gradient background. The playbook for fresh dog food is pretty well established, which is why we were determined to develop a look and feel that is different, modern, and true to the brand. The first hurdle: how to look science-y and premium at the same time?
A color system with flexibility
Dogs can’t see all the colors, but consumers sure as hell can. Following the identity concepts, we moved on to updating JustFoodForDogs’ core brand color system. We developed a system of colorways for all their products that gives each package a clear presence on the shelf. And because they are all about variety, we created guidelines for pairing each protein with a different color, building in visual flexibility for new products that will pop up in the future.
[conceptual executions: nick, don't write this yet]
Fusce tellus justo, pellentes sit amet mi viverra, eleifend porttitor velit. Curabitur bibendum urna libero, in aliquam metus interdum et. Cras mollis, diam at aliquam tempus, turpis enim cursus velit, non ornare erat diam vel nisi. Fusce tellus justo, pellentes sit amet mi viverra, eleifend porttitor velit. Curabitur bibendum urna libero, in aliquam metus interdum et.
Speaking their language
As we created guidelines and tasty nuggets on what to say and how to say it, we considered our customers' socioeconomics, our brand values, and the many voices in the marketplace. We focused on how to make our fresh stand out from their fresh, and we made sure we communicated the science behind our brand without losing any of the heart. And we did it all with language that hopefully won’t get anyone sued.
Putting it all in practice
Once the identity, colors, messaging, and guidelines were all tight, it was time to give the refreshed brand a little leash and take it around the block with a few new creative campaigns. We developed a selection of strategic concepts and ultimately launched three integrated campaigns for JustFoodForDogs in the first quarter of the year.
The full meal deal
As part of our work with many clients, we offer ongoing marketing, design, and copywriting support after the foundational brand work is complete. With JustFoodForDogs, we pitched in on the practical, tactical work, including website updates, internal presentation decks, and creative support for their internal team.
Projects
With our friends at L Catterton.
Campaigns
Fully completed and rolled out.
Pounds of food & treats
Immediately scarfed by the Parliament Barketing department.
Worthwhile hours
Looking at images of adorable dogs.
Credit where it’s due.
Thanks to the great team at JustFoodForDogs for teaching us the finer points of doggy diets, the fresh food industry, and how to do right by dogs. Special thanks from Lola, Vinnie, Scout, and Otis because they are now eating like four-legged royalty. Strategy, messaging, and campaigns by Parliament. Design led by Matt Hay.
