So much work done in all these years. Unfortunately not all of it had the opportunity to take off but, the most important it’s always the process to come up with the idea that will understand and shape where culture will go.

The context

01

FUD is a brand that was born to redefine the category of pet’s food by bringing a better nutritional value to pet’s diet free from grains and harmful ingredients that may cause them digestive problems in the long run.

The problem

02

A diet alternative to traditional dry pet food has never been considered before. The market is accustomed to purchasing kibble, and changing the diet involves an extra-effort because, they will need a transition period and also thorough research beforehand to take the plunge.

The role

03

Changing the perception of what is understood about pet nutrition.

Brand idea

04

Fud, real feeders.

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The project has been in development since June. Initially, we conducted an audit phase to then outline the brand experience strategy and plan.

Following that, there was a brand expression phase where the entire visual and verbal identity was developed. Lastly, there's an ongoing brand activation plan where the following elements are being simultaneously developed:

1. Retail branding strategy
2. Packaging development
3. Website development
4. Communication plan

Still work in progress but, happy to share the progression and show you more final artworks.

AnaïsR - FUD
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FEEL

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THINK

Programa Kit Digital cofinanciado por los fondos Next Generation (UE) del mecanismo de recuperación y resilencia

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I reckon I was a hedgehog in my past life. In case you need a proper planner or creative strategist, this is me. Not serious strategy means not wordy strategy. I have read books that say overthinking isn’t good for health. Go for a walk. I dig the big question before to hit the spot later on. Some times on strategy, common sense is not that common. I put a lot of the first. Drop me a line if you’re Nora Ephron’s relative.