Brand identity for Pet Food.

Purposeful pet food.

Brand Project Overview

Challenging an industry fad that does more harm than good.

It is estimated there are 300 million street dogs living in the world without any access to care.

WECare is a UK charity based in Sri Lanka, founded by vet Dr Janey Lowes. Her team of vets, nurses and animal lovers help transform the lives of street dogs through medical treatment and education.

WECare Pet Food aims to support the charity by donating an incredible 100% of its profits into caring for street dogs whilst challenging the current fad for non-grain based dog food.

Key Business Challenges

Launch a distinctive brand in a globally oversaturated market.

How might we define what makes them different?

Challenge the misconception that ‘grain-free’ pet food is the healthiest option.

How do they change customer mindsets?

Brand Process

Unpacking the opportunities.

Online workshop with the senior team
Understanding audiences and customer personas
Competitor review
Defining purpose, principles and personality
Proposition

Brand Strategy

Purpose, not profit.

Brand purpose:

Purpose, not profit. We exist to ensure every dog has access to Veterinary care.

Brand proposition:

WECare is the only brand of pet food that gives 100% of its profits to fund Veterinary care for dogs that have no home.

• Purposeful pet food.
• 75% of the world’s dogs don’t have owners.

Brand principles:

• Be the community to inspire change.
• Keep a culture of transparency.
• Swerve the fads and stick to facts.

Brand personality:

Alert. Positive. Factual. Creative. Straight-talking.