Background & Challenge
Delipet is a Russian company that specializes in treats for pets. The company sought a unique brand for its new line of premium dog food for mini breeds. The new product line and brand were aimed mainly at a Russian target audience that appreciates status and luxury brands.
How do you create a status brand in the pet world? You relate to its real stars – the dogs themselves. A take-off on hip-hop stars, the dogs were photographed with various accessories that emphasizes their star status in an amusing way and in line with each category. The branding process entailed a photo-shoot production and styling as well as the final design and production of the line's packaging. .