PROJECT OVERVIEW

Working with our quantitative and qualitative consumer research partner Red Sky we began by identifying key insights to guide our brand strategy.

The consumer research results made it clear that U.S. pet owners were passionate about optimal nutrition for their pets, but were often confused about terminology and felt overwhelmed by choice. They needed a brand that cut through the confusion and served as a trusted expert friend as they made the best choices for their pet’s health.

This insight guided us to a new brand statement: “Science for the Goodness in Our Pets'', positioning PremierPet as scientific experts who also knew and cared about the emotional connection pet owners have with their pets. This combination of science and emotion was also the core of a new name, Natoo, which bridged English phonetic spelling with PremieRpet's native Portuguese, and a visual identity that balanced innovation and care.

The creative platform needed to introduce Natoo to the U.S. market while reinforcing Natoo’s role as a company of pet lovers and scientists. Working closely with the Natoo team, we crafted a platform centered around the idea that Natoo knows pets so well they can translate every bark and meow to help you understand what your pet really wants and needs. (And then have the perfect nutritional solution to fulfill those wants and needs.)

We primarily expressed that concept through humorously focusing on the pets themselves, which was designed to grab people’s attention at a time when Natoo is brand new to the market.

After launching in mid-2022 Natoo has established a foothold in the U.S. market and is now available in over 100 stores and growing.