moshiStrategy, Brand
A brand that outgrew its namefrom Fan del BARF to moshi
Rebrand of a frozen raw pet food company in Buenos Aires: positioning, name, trademark, packaging and online store.
- Role
- End to end: strategy, brand, design and build
- Series
- Part 2 of 2: the rebrand Part 1: the launch as Fan del BARF →
Identity
Logo
Always lowercase. Purple on sand is the main version, sand on purple for dark backgrounds, black only for one-colour print.
The challenge
Where it started
Nine months after the launch (part 1), the brand was growing on word of mouth alone. The name was hard to remember and named the solution, not the problem. The company wasn't incorporated yet: the cheapest moment it would ever have to change.
The turn
- The brief
- A differentiator for the product
- What was in the way
- A promise to name
Insight
BARF is a fixed recipe, so the product can't be the difference.
Own plant, personalised advice, natural ingredients: every competitor already claimed them, often with a vet's name attached. There was room for a brand that stays with the animal over time, not just at the next purchase.
What the name had to carry
Before and after
fan del barf
- 01Named the solutionA diet, not the reason people choose it.
- 02Hard to rememberPeople found the brand, then couldn't find it again.
- 03Only foodAny new product would have needed a new name.
moshi
- 01Names the promiseLonger, better lives for dogs and cats.
- 02Lives in the routineThe hour, the freezer, the animal that already knows.
- 03Room to growProbiotics, freeze-dried and health services fit under it.
- 04BARF stays findableOut of the name, kept as a search keyword.
The live store. Prices hidden.
What was done
Scope
Category and competitor map · Positioning and WHY · Naming · Trademark strategy and filing · Visual identity · Packaging for six recipes · Brand cards · Product photography · Online store · Conversation design for WhatsApp and Instagram · Animated WhatsApp stickers
- CredentialsTaken
- ScienceTaken
- VarietyTaken
- TherapyTaken
- LifestyleTaken
- One speciesTaken
- The long-term relationship with the animal's healthNobody owned it
Ten-plus Argentine brands and the reference players abroad, by the territory each one owns.
01
Map the category, local and global
Ten-plus Argentine brands and the reference players abroad, each sorted by the territory it owns: credentials, science, variety, therapy, lifestyle, one species.
WHY
We sell frozen raw food.
We exist so dogs and cats live longer, and better.
02
Rewrite the WHY from food to time
"We exist so dogs and cats live longer, and better." A WHY that holds food today and probiotics, freeze-dried and health services tomorrow.
03
Choose a territory, then a name
The brand lives in the routine: the hour, the waiting, the freezer, the animal that already knows. BARF left the name and stayed as a search keyword. The new name, moshi, was filed in the four classes the roadmap needs.
- The hour
- The waiting
- The freezer
- The animal that already knows
04
Design the conversation, not only the store
Sales and customer service run on WhatsApp, with Instagram leading into it. The flow sets the order of every chat: understand the animal before offering anything, build the plan in packs before talking price, then close each order with a confirmation and a delivery follow-up. The words stay in-house; the structure is shown here.
05
Stickers that do the talking
Animated WhatsApp stickers for every step of an order, and for everyday chat.
Result
The outcome
Shipped: the name, filed in the four trademark classes the roadmap needs, a WHY, six recipe packs, brand cards and the moshi.pet store. The next products can launch without renaming again.
What this case teaches
When the product can't be the difference, the promise has to be. Name the company you're becoming.
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