FUD
What did we do
Strategy
Brand Identity
Packaging
Naming
The recipe for creating a brand from scratch.
The recipe for creating
a brand from scratch.
What did we do
Strategy
Brand Identity
Packaging
Naming
The recipe for creating
a brand from scratch.
It's not every day that a client walks into the agency and says, "I’ve got this product—what can we do with it?". But that's exactly what happened. And that'’s how we discovered the world of natural dog food, its features, its benefits, its challenges. And most importantly, what made this product stand out.
From that moment, strategy was key to carve out a distinct position in a category often dominated by overly sentimental tones and cliché visuals. Our approach? A bold, honest, and straightforward brand that could proudly lead the new wave of canine nutrition. A brand built with only what’s essential, just like the product itself.
Introducing
"FUD".
We named it FUD, a word that reflects the brand's simplicity and authenticity, and paired it with the tagline "food that's food". It may sound obvious, but it highlights a key truth: dog food, like ours, should be made with real, recognizable ingredients.
We developed the brand identity —both conceptually and visually— to make a strong impact aligned with our positioning. For the packaging, we opted for a bold design featuring minimalist typography and clean elements. Each color reveals the main ingredient, while a clear window lets you see the actual food inside.
A digital-first
brand.
What we haven't mentioned yet is that FUD isn't just dog food, it's also a subscription service that delivers to your doorstep every month. So naturally, a central piece of the project was designing and developing a custom website entirely in-house. We even created a menu personalization wizard to make customizing your dog's meals easy and intuitive.
Every team in the agency played a part in bringing this brand to life, each one leaving their mark. We gave it our all to build this brand from zero and, honestly, we think the result is a ten!
