TailZzz:
Brand Creation & Launch

D.O.M Family wanted to enter the pet industry / petconomy in a big way.

Post pandemic, it was clear that pets were the new babies for the average millennial household.

As a business catering to babies and having started their journey as crib mattress manufacturers, the idea was to launch a new pet brand in North America that creates pet beds and mattresses, forging a connection between the parent company and this new vertical.

The ask was to name the brand, craft its end-to-end brand strategy, launch direction & take it to the public.

Name Strategy & Brand Positioning

The approach was to create a name that would be easy to remember, was close to the industry and also cued in the product category clearly.

This had to be combined with a positioning that would instantly grab attention while doing justice to the personalization & heart behind the business – one that was created by fellow pet parents.

The aim was to also leave enough room in the final tagline for product mix & business expansion in the future.

Brand & Communication Strategy

The approach was to create an overall brand that was modern yet positioned pets as the new [fur]babies, putting an emphasis on pet comfort, care & health via a carefully crafted product portfolio of wooden pet beds & mattresses.

Brand Goals:

Cater to the new-age pet parent and convey the fact that the brand was founded on the principle of pet love.
Create a brand identity that is modern, relatable and combines the softness of pet parent emotions with the joy of having of pets.
Allow the brand to be able to create a community of pet parents.

Launch Strategy

Finally, I curated the Launch Strategy for the new business that could target their ideal consumers and take the business to market through on-brand, multi-touchpoint strategies.