I and Love and You

Brand PositioningBrand GuidelinesCreative DirectionVideographyPhotography
Written By Baird Clinkscales

Translating Gut Health into Brand Growth

 

In the crowded premium pet food category, "quality ingredients" has become a baseline expectation rather than a differentiator. For I and Love and You, the challenge was to move beyond generic wellness claims and own a specific, high-interest functional benefit: digestive health. We needed to launch a new line focused on pre and probiotics while simultaneously modernizing the brand’s visual identity to feel more approachable, punchy, and digitally native.

  • Modernizing Brand Guidelines

  • Insight-Driven Campaign

  • Integrated GTM Execution

 

The Results

The strategic focus on gut health and the refreshed visual identity successfully carved out a unique space for the brand in the premium market:

  • Successfully established I and Love and You as the go-to authority for digestive pet health through the highly memorable "Happy Tums. Happy Bums." narrative.

  • Drove a significant lift in brand recognition and digital engagement by utilizing the modernized, high-contrast brand guidelines across paid and organic social.

 
 
 

  • Modernizing Brand Guidelines and Ecosystem to Match New Campaign

 
 
 
Baird Clinkscales
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