When Goju realised they needed a team to elevate their brand and increase online sales, they reached out to Backbone. They wanted a website that would grow their brand but, most importantly, they wanted a website that stood out from other competitors.
Concerned with the deterioration of their dog’s health, brothers Jack and Gus developed a nutritious dog supplement to support mobility and restore some of that puppy energy. As an end-to-end Backbone project, we supported Dog Years every step of the way from branding to packaging.
Growing up on a farm in Christchurch, brothers Jack and Gus spent their lives surrounded by dogs. Having witnessed their beloved boxer Billie struggle with hip dysplasia, they started to think about what they could do to prevent other dogs (and their pet parents) from going through the same thing. By looking at their dogs’ diet, they developed nutritious supplements designed to restore your dog’s best years.
We worked with Dog Years to build their brand, develop packaging, and create a custom-made website that connected with the target audience.
As Dog Years already had a great product, our job was to ensure that the branding and website reinforced that. Drawing from Jack and Gus’ childhood and the inspiration behind their business, we started by creating a compelling brand story. When it came to the design process, the aim was to create a global look that highlighted the product’s New Zealand roots and premium ingredients.
To showcase the product’s nutritional value, we wanted to keep the packaging minimal with an understated font. The product packaging incorporates a silhouette of Mount Cook with a small dog. It is designed to be colourful and eye-catching so that it stands out from other competitors on the supermarket shelf.
The packaging features a sleek, clean design with a gold film. It is available in three sizes, each presented in an innovative tin. The tin is sealed from the bottom and encased to preserve the supplements’ freshness. As we always try to add an element of surprise and delight to our design, the lid features a playful message to reinforce the product’s value.
The website’s design was carefully crafted to complement the product’s packaging. The clean, natural look of the website echoes the product’s nutritional value with a white colour scheme to convey a sense of purity. We also developed a dynamic product page with detailed information, engaging visuals, and interactive elements.
The brand concept for Dog Years balances the clinical with the playful, presenting a product that could easily be associated with the expertise of a vet while remaining approachable and engaging for consumers.
In less than 90 days since launching the brand, Dog Years was well on it’s way to becoming an eCom success story. The product has been well-received by consumers and has outperformed many other e-commerce brands we’ve worked with.
The entire branding and building process was focused on reinforcing the genuine quality of this product. By ensuring that the packaging, website, and overall experience matched the product’s premium nature, we developed a brand people could resonate with. As a testament to its quality, our dog Neo can’t get enough of it.
We asked the owners what they had to say about working with Backbone, here’s what they had to say.
Clover Ferments is a leading brand in nourishing tonics, born from the owner’s personal desire to help her daughter overcome food sensitivities. Using anaerobic fermentation, the team developed a unique product with a small customer base. When it was time to expand, we worked with them to craft a compelling brand story and a high-converting website.
We don’t just create a brand. We go on a journey to discover the unique soul of your business.
We’ve got an interesting approach to branding and communications.
Imagine it as a thrilling detective novel where we’re the ‘brand detectives’ delving into your business’s ins and outs.
We gather all the hidden facts, conduct interviews, and transform this knowledge into an exciting brand narrative.
This narrative speaks your brand’s language and aligns perfectly with your mission and values.
But, we know that a great brand needs a voice, and we find this voice through creativity, strategy, and a touch of (not so literal) magic.
This personalized brand persona echoes in your audience’s minds, familiarizing them with your brand and establishing trust in this crowded business landscape.
We don’t just create a brand; we embark on a journey to discover the unique soul of your business.
We first engage in some serious business therapy.
We listen, ask tons of questions, and really get to know the nuts and bolts of your business, as well as your dreams and aspirations.
We analyse your target audience, identify their needs and preferences, and understand how your business can meet these needs.
Whether you need a new logo or you want to build a brand from the ground up, we’ve got you covered.
We find out what makes your brand tick and communicate it in a way the world won’t forget.
Delivering branding and communications is a two-step dance for us.
Step one, understanding; step two, creation.
We strive to understand your brand and its objectives through in-depth research and interactive sessions.
Once we’ve collected these insights, it’s time for action! We take all this data and carefully craft a brand that’s as unique as your business.
But our job doesn’t end at creation; we’re also there to communicate this brand to the world.
We make sure the world sees you the way you see yourself, which in return brings more traffic, leads, and eventually customers.
Branding and communications, in essence, is your business’s personality and how it interacts with the world.
It’s the driving force behind the perception of your business in the minds of your audience.
Effective branding can set you apart from your competitors and make your business more recognizable.
It’s the reason why your audience will choose you over others.
Quality communication ensures your brand’s voice is heard loud and clear.
It helps you share your story, values, and beliefs with the world, enabling you to connect with your audience on a deeper level.
Good branding and communications can attract potential customers, retain existing ones, and overall drive business growth.
We’re not going to lie and call this a strategy call, instead we just say let’s chat. We’re business owners and business builders who love getting stuck in and talking shop. Hit the link, find a time and let’s find out if we’re a good fit.
Building outstanding businesses
Not quite sure what you need? We’re always up for a yarn. Get in touch with us and we’ll figure out a solution for you
