Tender and True Pet

How do you position a pet food brand leading innovation in an industry swimming in a sea of sameness? Our friends at Tender & True may start with an unfair advantage, thanks to a whole bag of standout firsts going back to 2014. But who cares, if it’s lost in the bland lagoon? So how do we tell their great story in a way that immediately sets them apart and visually starts a new conversation?

First, we challenged ourselves to drop the usual suspects in pet food, the lovey-dovey, cutsie-poochy pastiche. Then, we went looking for something we could own. We exhausted every creative possibility until a new phrase came into being, with a new and undeniably shelf-friendly image that immediately answers the question, “Why Tender & True?” Because it’s “Certifiably Better.”