Two environmentally-conscious students, passionate about lowering the carbon impact in the world, realized the massive ecological footprint of dog food production. Combining their love for dogs and their drive for a greener planet, they developed a hybrid dog food using traditional chicken protein and sustainable insect protein. With its lower carbon impact and health benefits, the duo approached Boil to position their innovative brand in the market and captivate retailers with a compelling story.
Positioning
Ideal Customer Profile
Challenger narrative
Brand name
Logo design
Illustrations
Packaging
Webshop
Social media ads
We began by researching existing dog food brands and the perception of insects as a food source. Our findings revealed that showcasing insects upfront might not be the best approach, as many people were still wary of them. We identified adventurous young men as the most open demographic to insect-based products, and we discovered a gap in the market for a male, adventurous dog food brand
We chose the name Gutsy to embody the adventurous, male-centric character of the brand, instantly setting it apart from competitors.
Gutsy was positioned as a brand that inspires you and your dog to explore the world together. The hybrid dog food category was emphasized, highlighting that Gutsy's formula is superior to traditional dog food due to the insect protein and better than 100% insect-based options, as it provides all the essential minerals and vitamins.
Our team crafted a nature-based, adventurous brand identity that resonates with men who love to discover the world. Utilizing bold, earthy tones, we created a visual language that conveys excitement and the spirit of exploration.
Gutsy's messaging is fun and bold, using playful one-liners to showcase the brand's youthful and adventurous personality. This approach differentiates Gutsy from other dog food brands on the market, capturing the attention of its target audience.
With a strong foundation in place, we developed a Shopify website that brought everything together. Optimized for conversion, the site builds trust, shares Gutsy's captivating story, and makes it easy for customers to order products through a subscription-based business model.
Boil's innovative approach to branding, positioning, and storytelling transformed Gutsy from a school project into a thriving, adventurous brand that's shaking up the dog food market. With its unique identity, engaging messaging, and user-friendly website, Gutsy has captured the hearts of pet owners who crave adventure and care about the planet, carving out a bold, new path in the world of sustainable pet food.
