News No Nonsense Dog Food Goes Online

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‘No-nonsense’ dog food goes online
23rd August 2019

By Robert Ellis

Craig Wallace and brand design agency Robot Food have teamed up to create a new dog food brand.

itsdogfood.com produces British-made, cold-pressed and raw frozen dog food, as well as jerky treats.

Company founder Craig invested in one of the UK’s first cold-pressed dog food plants after seeing a ‘growing demand for better quality pet food’. To keep prices competitive, he chose to sell direct to consumers through an online subscription model and approached Robot Food to bring his concept to life.

Robot said it identified two extremes of dog owners: the ‘anti-humanisers, those who view their dogs as wolves’ and the ‘extreme-humanisers, those who see their dogs like babies’. The only group not being addressed, `according to Robot, was the largest, between the two, made up of ‘rational thinkers who see dogs as dogs, a loveable part of the family but still a dog at the end of the day’.

Project designer Eve Warren said: “We hand-painted a bespoke typeface full of bold personality to match the no-nonsense statements we created at the core of the brand.

“We’ve seen a huge number of clients moving to a DTC (direct-to-consumer) brand model and, when designing for them, the usual retail rules of engagement don’t apply. In this case, we created a brand that’s fun and impactful both on and offline…breaking down the barriers to better dog food for all.”

itsdogfood.com products come in a variety of flavour combinations.