McKinna Plant Labs

Taking the lead on vegan dog food.

The Problem

As a vegan dog food brand, Noochy Poochy needed to convince pet owners that their dog food is safe and healthy. There are a lot of misconceptions surrounding vegan dog food, so emphasising the nutritional benefits was key. The brand also needed to be visually engaging to compete in this crowded market place, so that pet owners were intrigued to find out more.

The Solution

We created a fun, playful brand identity using bright colours and cartoon-style dogs on the packaging. This supports the โ€˜safeโ€™ aspect of vegan dog food and makes the brand feel more relatable. The content we created also supports this by exploring topics that speak to pet owners and educate them about vegan dog food benefits.

Noochy Poochy Delivery Box With Dog

Brand messaging that feels safe

Making Noochy Poochy feel like a safe alternative to mainstream dog food brands was a concept we carried throughout this whole project from the branding, to the website, to the content strategy. On the product packaging, this was achieved by using illustrated, cartoon-style dogs which appear happy, playful, and calm.

In turn, this reflects the dog friendly and safe nature of the food. This is further supported by the soft, pastel colour palette which contrasts well with the darker, royal colours that usually dominate this industry. In essence we're selling 'happiness' and the end result is very eye-catching.

Five Noochy Poochy Packs
Noochy Poochy Brand Board
Noochy Poochy Four Dog Illustrations

Attracting the right people, with the right content

We developed a comprehensive content strategy to educate pet owners about vegan dog food, addressing any concerns or misconceptions. Our robust content strategy included detailed blog posts covering topics such as Vitamin D and the comparison between grain-free and vegan dog food. To reach a broader audience, we also created content about dog-friendly beaches, pubs, and hotels. This approach aimed to inform pet parents about the benefits of transitioning their dogs to a vegan diet.

As a result of this, we increased keywords across the website from 51 to 1851, with our blog posts accounting for 72% of total organic keywords. 25% of the overall website traffic was also generated through the blog content, demonstrating the effectiveness of our content strategy in engaging and attracting visitors. One of the most successful blogs focussed on โ€˜dog-friendly beachesโ€™ generated more than 250 keywords which were positioned on the first two pages of Google search results.

Noochy Poochy Organic Keywords Statistics
Noochy Poochy Generated Keywords Statistics
Noochy Poochy Website Traffic Statistics

The extended family

Alongside our initial packaging that covered the adult (12 month+) dogs, we extended the family and created packaging for puppy, senior, 1 year+ and specialist care dog food. This included the illustrative dog characters themselves and a colour palette that linked to both the dog itself and the original Noochy Poochy colour palette, staying within the same tones and pastel colours.

This was the obvious next step in expanding the product range and from the beginning this idea of creating a family of dog illustrations connected to our overarching idea of making a safe and family friendly alternative to the mainstream brands.

Noochy Poochy Logo Colours
Noochy Poochy Colour Palette

Effective and exciting customer interactions

From advertising right the way through to the customer holding a bag in there hand, we needed to create an exciting and seamless customer experience. All of the important nutritional information had to be easily accessible so we designed everything with this in mind. From the moment you land in the Noochy Poochy space, you can easily see benefits, ingredients, and reviews so customers know they are making the right decision.

Key statistics are also enlarged which immediately draws your eye to what vegan dog food has to offer. We further incorporated a handy FAQ section on the website so that customers could get their most burning questions answered quickly without having to get in touch. This also helps diminish any negative misconceptions about vegan dog food.

Noochy Poochy Cheesy Messaging With Dog
Woman Holding Noochy Poochy Tote Bag
Noochy Poochy Mobile View and Dog Image
Noochy Poochy Box Design
Noochy Poochy Single Pack Front and Back
Woman Holding Noochy Poochy Small Box Design

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What our partners say ๐Ÿ“ข

Leaf IT

"They took a difficult brief and delivered a fresh new brand that pushes boundaries and arms us with what we need to grow our business and expand into new markets."

Rachael Weir headshot

Rachael Weir

Marketing Manager

NTE

"The project has increased Channel Partner engagement and enhanced awareness of our services portfolio. Canny's work has been vital in supporting our strategic goals as we evolve as a company."

NTE - Emily Mason

Emily Mason

Channel Marketing Manager

IHF

"Canny understood the need to work like an extension of the team and reduced stress delivering a major transformational project. They've helped us take a big step forward in building our profile."

Headshot of Katherine Bennett from the IHF (International Hospital Federation)

Katherine Bennett

Senior Communications Manager

Macdonald & Company

"They took our disjointed branding and turned it into a strong, professional showpiece for our global consultancy. The rebranding success led to us appointing Canny to relaunch our website, further cementing our new look and taking on a complicated integration project with ease."

Chanelle headshot

Chanelle Alhinai

Marketing Manager

What our partners say ๐Ÿ“ข

Leaf IT

"They took a difficult brief and delivered a fresh new brand that pushes boundaries and arms us with what we need to grow our business and expand into new markets."

Rachael Weir headshot

Rachael Weir

Marketing Manager

NTE

"The project has increased Channel Partner engagement and enhanced awareness of our services portfolio. Canny's work has been vital in supporting our strategic goals as we evolve as a company."

NTE - Emily Mason

Emily Mason

Channel Marketing Manager

IHF

"Canny understood the need to work like an extension of the team and reduced stress delivering a major transformational project. They've helped us take a big step forward in building our profile."

Headshot of Katherine Bennett from the IHF (International Hospital Federation)

Katherine Bennett

Senior Communications Manager

Macdonald & Company

"They took our disjointed branding and turned it into a strong, professional showpiece for our global consultancy. The rebranding success led to us appointing Canny to relaunch our website, further cementing our new look and taking on a complicated integration project with ease."

Chanelle headshot

Chanelle Alhinai

Marketing Manager