KENN & KITT BRAND CREATION
MARKET OVERVIEW: Strong market growth, dog owners' changing behavior - dogs are no longer pets, they're family members/children, increasing spend on wellness and care products - owners want their dogs to live the happiest healthiest lives and ready to invest in it. The market is fairly saturated but a lot of brands are "old-school" and rather generic, they do not respond to the changing consumer needs and preferences.
BRAND IDEATION: Creation of a brand that owners are proud for their dogs to be associated with. It becomes a status symbol for dogs to be using the brand, provides an inclusion in "cool dogs" club. With Kenn & Kitt we wanted to humanize dogs, create the dogs' world and that became the brand concept.
MASCOTS: We developed brand mascots, gave them characters and made them the owners of our "dogs' world". Each mascot's character was based on the combination of the product purpose and the most common character features in dogs to build a stronger connection between the consumers (dog owners) and the products.
PACKAGING: The packaging was designed to support the brand values as well - it's playful, it's colorful, it's for "cool dogs".
WEBSITE BUILDING: Every element created was supporting the brand concept. The website https://kennkitt.com/ represents the dog's house and product categories are "stored" in different parts of that house - supplements are on the kitchen table, toiletries are in the bathroom and "about us" is the living room with gods hanging out.
CONTENT CREATION: Photoshoot, user-generated content and influencer (collaborated with such stars as @thepuggysmalls and @pop_sausage) content were key to create branded & styled content for Kenn & Kitt.
TONE OF VOICE & COPYWRITING: Playful, confident, relatable as part of the brand's soul delivery.
SOCIAL MEDIA (PRE-LAUNCH AND LAUNCH)
IMPORTANT NOTE: Please, note that current brand owners changed the strategy and the actual content on social media, Amazon store and some parts of the website. The current digital assets are not executed according to the brand & overall marketing strategy that I built.
