Spearheading a creative rebrand and a revolution in the pet industry for Edgard & Cooper

Press:
Pet Gazette
The Grocer
Little Black Book

Awards:
Silver Pentaward, best packaging design

Humans and pets may have different nutritional needs, but it's no secret pet food can be significantly more nutritious than human food. Edgard & Cooper open the nutrition gap even further, by making superior health food for cats and dogs.

Challenge: Making a pet food brand stand out in an industry led by inaccurate claims. And to help them shout out bravely about their beliefs and convictions in a way that felt activist, but also relatable. They wanted to encourage people to join the revolution in food for pets.

Solution: It all began with some serious pet passion and an insight. Because the truth was big pet food misleads pet parents with poor ingredients and false claims. So we started reframing the conversation and changing Edgard & Cooper, the brand, from cutesy to challenger. The goal was to make a difference to pets and the planet, while standing out from the rest.

Created in-house as a Creative Pair

This is a world where pets come first

A global rebrand, from strategy, tone of voice, and delivery on multiple platforms. Working with creative partners to make impactful campaigns while making sure our brand message was consistent. Training teams, and leading the transcreation of new words across the world in seven local markets.

Cat food

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Cat food 〰️

Film created together with We Are Pi

Naming a whole, new range

Edgard & Cooper wanted to launch a new line of dog treats to appeal to consumers who want to feel closer to their pets. This involved looking at insights, coming up with a strategy, naming, applying the new tone of voice onto pack and making sure the designs felt cohesive.