NÜH — A New Organic Pet Food BrandTASKCreating a new organic pet food brand from scratch: developing a new marketing strategy, name and brand imagery.PRODUCTNÜH cats and dogs food is produced from specifically purchased farm meat: beef, lamb, poultry, rabbit, and fresh vegetables, fruits and crops grown in the West Siberian fields. It is a perfect balance pet food developed by experienced vets, nutritionists and technologists in accordance with the nutritional requirements for pets.The food is produced in accordance with the Human Grade standards. It means that the quality ofall ingredients used in the pet food (meat, vegetables, fruits and crops) complies with the quality of ingredients used for human food.SOLUTIONWithin the frameworks of the integrated strategic project, KIAN Team has analyzed the market, developed marketing strategy and brand imagery, created a brand name – NÜH. A unique brandpositioning has formed the basis for the brand image strategy.NÜH is prophylactic all-in-one food for pets. The food has been developed according to breedcharacteristics, which help to extend a pet's healthy and rich life. This is for responsible owners who love their pets and consider them as members of their family.The combination of emotive pictures of animals and nature to evoke the feeling of naturalness in the minds of customers has become the main idea of brand imagery. The concepts of quality and a natural product are supported by functional visual additions and communications on product packaging or media vehicles.The developed image strategy is multi-purpose in terms of emotive and functional objectives of the brand. On the one hand, the proposed solution motivates customers to buy the product because of the emotional connection and makes the product to stand out advantageously from competitors; on the other hand, it can easily adapt to different formats of packaging and media vehicles.The uniqueness and effectiveness of the new brand can be proved by the most prestigious award in an international contest of packaging design Penta Awards 2018!