We have been invited by BRF (one of the largest food companies in the world) to a great challenge: create a start-up company within BRF from scratch. The theme? Food for our beloved pets. From insights to packaging, and from innovation products to naming, we went through those stages with Pharus’ and Alexandria’s multi-disciplinary teams and along with BRF’s team, we co created the brand language, exploring new expressions, landing on the innovative business model: 100% Online with scheduled deliveries. The name Güd was born from the encounter of the following reasons: happiness, naturally and affection. After all, nothing but love is what we get from dogs, and nothing but healthy and delicious food is what we should give them.