Native Pet Brand Launch
In 2020 I was brought on by Tenth Mountain Agency as Copy Director to develop and expand Native Pet’s brand voice and tone across all touchpoints—from Amazon web pages to emails to Instagram stories. I brought a casual “no-nonsense” approach to the brand, clarifying their mission as a clean supplement home for pets and their humans. In addition, I leaned into sections of copy that allowed pets to have a voice, bringing fun and comedic elements to the brand.
Developing Brand Guidelines
Initially the owners of Native Pet were presented with a target customer they called “The Sage Pragmatist”, a well-informed person who is looking for simple, easy, and tasty solutions without any additives for their pets. I transformed their initial findings for the customer into value pillars and taglines, making sure to infuse the work with a playful tone to balance out any heavy science-based information.
Creating a Website
The website required playfulness but simple distillation of the Native Pet brand offerings:
• Clean Ingredients
• Effective Formulas
• Easy to Give, Easy to Love
The Creative Director infused every aspect with bright color and harmonious layouts, allowing the copy to both inform and remain unstuffy.
On Social Media
With Instagram stories we allowed the pets to speak to their personal needs, eliciting emotional reactions and potential desire to help their ailing pet.
In addition, the Creative Director worked with animation to better convey my line around “# Simple Ingredients, 1 Magical Formula”. This also allowed for a template that the team could replicate across all products within the line, changing the copy to speak to the supplement’s benefit as needed.
Off-Site: Amazon Pages
The main objective of creating successful Amazon Pages and navigation was to make sure that the brand stood out as both fun and approachable—which meant the copy had to explain even the most lengthy science facts in a conversational tone.
For the below example (Probiotics), the Creative Director played with a petri dish visual while I used anthropomorphism to infuse the explanation of their formula with humor.
In-Store Display
The owners of Native Pet wanted to scale quickly and place their products in major retailers like Target and Walmart.
Together with design, we had to show them how marketing each category could be effectively communicated in stores.
The Results
With our continued help over the next six months, Native Pet expanded their product line from 3 SKUs to 10 (and counting), launched their website, socials, and have secured deals with stores. Their growth speaks for itself.
All designs and creative direction by Clayton Perryman for Native Pet
Marketing Lead: Dan Kashman for Tenth Mountain Agency
Alicia Berbenick - Copywriter & Editor 