Creating brand culture through respect for animals
- Brand Definition
- Product Definition
The petcare sector grows year after year in our country and with it the number of companies that decide to launch their own products and services related to the feeding and care of our pets, generating an increasingly crowded, heterogeneous market that is often confusing for the final consumer.
Dapac was born in 2006 as a purchasing center, through the union of several cooperative professionals with extensive experience in the petcare and petfood sector. And it does so with the aim of preserving the quality of pet products, being transparent in its actions and working with respect for animals.
Dapac arises solely as a company name. The main need was to begin to define Dapac as a brand in itself and transfer its competitive advantage to both the B2B and B2C audiences.
On the other hand, we were faced with a complex portfolio of products, where the products that each cooperative member already marketed were integrated into the new brand. Clarifying this portfolio was a fundamental point of the project we developed.
We created the Dapac brand through a discourse that would give it credibility and position it in the minds of the final consumer and the specialized channel.
We generate a homogeneous, close, honest and quality brand image for sub-brands and products under a single seal of guarantee, that of Dapac.
We created a brand culture that generated pride of belonging for all employees and cooperative members, as well as notoriety and brand recognition for the final consumer.
Dapac, a seal of quality
Dapac had a clear objective, which was reinforced and made visible from the brand strategy: care for each ingredient, each product, each line, to always guarantee the highest quality. In a context where the word 'quality' had lost credibility, we managed to position the brand as a seal of quality within the petcare sector.
Dapac is the safe alternative for your pet, a brand that has earned the trust of the end customer and the specialized channel. Dapac is your ally in the petcare sector.
Move the differential to all contact points
This quality, transparency, passion and respect for animals should also be transferred to the verbal expression of the brand, so that each message managed to transfer it.
We provided Dapac with linguistic guidelines that sought to convey its commitment to the sector and to animals, bringing them closer to their target. And of a forceful claim that transmits the values and the benefit of the brand and the product.
A packaging that reflects the honesty of the product
The quality of the product and representing it was present throughout the entire brand. It also materialized in a packaging that highlighted the ingredients of each product.