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Backed By Science,
Nurtured By Parents.
Supertails, the largest e-commerce platform for pets in India launches ‘Henlo’; their D2C venture into formulating pet-first nutrition.
The catch?
It is made by 3 pet parents; a vet, a nutritionist and a chef (yes, an actual human food chef!)
MEDIUM: Branding | Visual Identity | Creative Strategy for Go-To-Market
TYPE: Commercial
YEAR: 2022-23
RECOGNISED: Forbes D2C Disruptors Finalist 2022 (Health & Wellness category)
MARKET THESIS
Using Maslow’s Hierarchy of Needs, to understand the stages to becoming today’s Indian pet consumer, insights made:
Competitor brands in India, like Head’s Up For Tails (2008), is built on love & belonging, at advent of pet humanisation (15 years ago), its been a while. New brands need to nudge self-esteem
But today, the modern consumer enjoys embellishes for their pets. They relish in the adulations of other pet parents. Today’s customer is a prideful parent
Matured markets like USA have edged towards actualisation- an example lies in the cocktail of supplements in a pet’s diet as seen on social media
BRAND THESIS
Humanisation is a tired insight.
What we should be asking is ‘What does this humanisation mean today?’
Humanisation distills to externalisation. The pet is an extension of the owner. Which is why you will hear phrases like, ‘Oh, I bought this jacket from XX.’’ or “Oh, my baby just eats this one brand.”
PACKAGING DESIGN - KIBBLE
PACKAGING DESIGN - FOOD TOPPER
UI DESIGN EXAMPLE
COMMUNICATION STYLE
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