Background
Furlicks is a nutrition and wellness brand focused on creating easy, natural solutions for pets. Their trademarked technology of orally dissolving strips is what sets them apart in the pet nutrient category in India. They onboarded our team to create their identity and packaging.
Challenges
With anything to do with health or supplements, the first and foremost challenge any brand faces is trust building. Credibility is earned.
For furlicks, another challenge was to find the sweet spot between fun and informative.
Breaking into the heavily populated industry of pet care with a new kind of product gave us novelty, but also invited some amount of uncertainty from our consumers.
Work
Brand narrative
Packaging copy
Campaigns
Print media content
Social media content strategy
Website content
Apart from this, our team also worked on their identity, photography direction, brand guidelines, packaging, and social media.
Research
Like any project, we started with secondary research. We understood that there existed two main sects of brands: the more serious, and the more lighthearted. We looked at the big market players, their imagery, their style.
This became a conversation of understanding what kinds of products fit in where, and why. After speaking to vets and pet parents, we realised supplements could still afford to be playful, but backed by actuality is what would make a deeper impact.
Almost every person on our project — between our agency and brand teams — was a pet parent/sibling/fan. This is where our primary research began. We exchanged anecdotes, experiences, pain points and stories.
INSIGHT
You can try it all when it comes to giving your pet medicine, but they almost always fuss. There is no sure-shot method that prevails, and it’s not an enjoyable experience for anyone, pet or carer.
Strategy & Solutions
The identity and packaging is what we began with. For this, we came up with a copy tonality that was hearty, welcoming, and pun-oriented to appeal to all pet carers of all ages.
Almost all narratives used here were based on real-life incidents and experiences, so they always felt relatable. To aid with credibility, we added in scientific explanations and expert-given advice that pet carers could actually use (and understand). This helped garner interest and eventually, trust.
We wanted the approachability factor of Furlicks to stand out, so we made sure to come up with material that felt honest. This served as the backbone for their website flow, social media content, print deliverables, and merchandise too.
