Positioning and design for Half&Half

Dozen branding agency created the naming, slogan, positioning, and packaging design for the new feed and treats brand Half&Half, developed by Suziria Brands, part of the Suziria Group companies. The team managed to create a brand competitive in the global market under the conditions of a full-scale invasion. The strategy and design were so effective that in the first month without advertising and other promotional communications, sales amounted to 73 tons of products, 25% more than planned.

In total, Dozen developed 40 SKU packaging for Half&Half, and now the brand’s products are already on the shelves in a quarter of pet stores in Ukraine.

The positioning of the Half&Half brand echoes the global trend towards the humanization of relationships between people and animals, where the latter are not seen as property or entertainment but are considered full-fledged members of the family and society.

The packaging design concept is based on life situations well known to pet owners. This includes when a cat sprawls on a laptop, «helping» to work, and a 50-kilogram dog pathetically begs to be picked up instead of climbing the «scary» stairs on its own.

To allow owners to easily recognize themselves and their furry friends in these routine and funny moments of life, Dozen moved away from the standard idea of animal photographs on packaging and created a gallery of narratives with illustrated illustrations that adorn not only the packaging but also the merch and the Half&Half brand’s stand-shelves.

In working on the brand’s design, Dozen laid down certain principles of color scheme for working with the product portfolio — warm shades covered the packaging of goods for cats, while cool tones were used for dogs.