BREDWELL Dog FOOd

When you enter a saturated category with a premium price tag, you have to bring more than a superior product; you have to bring a superior understanding of your customer.

WHAT THEY NEEDED

A family of dog lovers wanted to embark (apologies) on a family business venture, and they settled on custom dog food. Custom is certainly not a first in the category of dog food, but months of research revealed that there actually was room for a new custom entrant–at the right price point. While a competitive price-value proposition was compelling, we all knew that this would not be enough to sustain a newborn brand. So rather than focusing on the pragmatic reasons to buy this food, we went straight for the heart of dog parents, playing back to them their belief that dogs are living beings with personalities and feelings, vital family members, and not just animals that can learn tricks.

WHAT WE DID

The first thing on our plate was to develop a name. Bredwell rose to the top of the options, and it launched the brand mindset overall: the most loved dogs are the most well-bred dogs, and every pet parent would like to believe they love their dog most. Blurring the fine line between human and canine, pet parents wanted a more rewarding mealtime experience for their loved one, and preparing a custom meal would be an especially loving gesture. But what if it could be even better than that–what if they could take their dog to a deli-style restaurant to select their bespoke menus? So Bredwell, the online custom dog food purveyor is also Bredwell, the restaurant, in downtown Barrington, Illinois. (Humans welcome.)

 

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