The pet food industry is a diverse and crowded space, with competitors ranging from global legacy brands to disruptive start ups and bold challengers. American Pet Nutrition understood that Cold-Pressed pet food was in a unique position to disrupt the US market and bring a genuinely new and enticing narrative to the table. As the currently nonexistent middle ground between conventional kibble and expensive fresh, frozen, or raw food, Cold-Pressed food offers American consumers the opportunity to do better for their dogs without breaking the bank.
To bring this exciting and innovative product to market Smith Design needed to consider not only the unique selling points of Cold-Pressed food, but also our target consumer, the existing category landscape, and the singular opportunities of the DTC channel. Smith Design did a thorough audit, strategy, positioning development, naming, and development of the full brand world for this unique new product within the DTC category.
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