Fan del BARFBrand, Product, Growth
Making it easy to buy
Launch of a frozen raw pet food brand in Buenos Aires: brand, packaging, online store, WhatsApp sales and content.
- Role
- End to end: strategy, brand, design and build
- Series
- Part 1 of 2: the launch Part 2: the rebrand to moshi →
Identity
Logo
The stacked wordmark, in violet or reversed in white, and the smile with the web address, used on print and in the store.
The challenge
Where it started
Two founders, a production plant and a recipe. No advertising budget, a category without its own regulatory box, and competitors years ahead.
The turn
- The brief
- Convince the sceptics
- What was in the way
- Make it easy for the convinced
Insight
The people who wrote in were already sold on natural feeding.
Their questions were practical: how much, how to switch, whether raw is safe, whether it fits in the freezer. The heavy conversation happened once. After the first order, customers came back on their own.
What changed in the sale
Before and after
The plan
- 01Explain BARFLong posts about what raw feeding is and why it works.
- 02Win the scepticsArguments for people who still doubt natural feeding.
- 03Send them to the storeHope the website closes the sale.
What happened
- 01A post or the storeSomeone already sold on natural feeding finds the brand.
- 02One tap to WhatsAppA pre-filled message on every surface.
- 03Two questionsDoes the animal already eat raw? How many grams a day?
- 04A recommendationThe right recipe and amount, then the order in the store.
- 05The first daysDelivery and the first days, explained before anyone asks.
- 06Re-order aloneThe heavy conversation happens once. After that, customers come back on their own.
The live store. Prices hidden.
What was done
Scope
Brand identity · Packaging and labels · Product photography · Online store · WhatsApp sales process · Content system and social posts · Print: flyers
01
A brand that answers before it's asked
A colour code by recipe and species, one sticker per 1 kg bag with everything a buyer needs at the freezer door, and a voice with strict rules: affirmative, plain, never shaming anyone's current food.
- One colour per recipe and species
- One sticker per 1 kg bag
- Affirmative, plain, never shaming
02
The sale lives in WhatsApp
Pre-filled message buttons everywhere, two questions before offering anything (does the animal eat raw already, how many grams a day), and a post-purchase message for delivery and the first days.
- A pre-filled message behind every button
- Two questions before any offer
- A message for the first days
03A store and a content system, not posts
Teach first. Sell last.
Recipe pages with real ingredients and percentages, a ration calculator, and a map of 39 ad pieces for 5 buyer personas where the creative itself does the targeting.
- Hand-cut black ink, one character
- Sky blue, yellow and deep purple
- Hand-lettered headline, serif body
A question and a dog who doesn't know the answer.
- Hand-cut black ink, one character
- Sky blue, yellow and deep purple
- Hand-lettered headline, serif body
Result
The outcome
50+dogs and cats eating it every day, no paid ads
More than 50 dogs and cats fed in the first nine months, without paid media, plus a consignment channel in pet shops, vets and butchers.
What this case teaches
Find where the sale actually happens before you design the funnel. Here, it was a conversation.
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