Crafting a pet food brand using traditional Chinese medicine for European markets.

Brand creation and Development

VIGOR & SAGE is one of many brands BSUR has built from scratch. Our challenge was to create and launch a super premium pet food brand in Europe that is based on the benefits of Chinese medicine. Our extensive research concluded that European pet owners want transparent brands offering healthy, organic food and ingredients. Pets are part of the family; why shouldn't they enjoy the healthiest, most nutritious food just like their owners?

We created a name that focused on the brand’s promise: VIGOR, for a happy and healthy life, and SAGE, referring to both the herb as well as wisdom. Aiming to stand out from other brands in pet stores and supermarkets, we used high-end food photography to depict the delicious and beautiful raw ingredients. VIGOR & SAGE launched at Interzoo in Nuremberg, the world’s largest trade fair for pet care. That same year our packaging design was a winner at the WINA Awards in Buenos Aires.

Case study overview