Petcurean is a well-established Canadian manufacturer and distributor of pet foods that deliver superior-quality nutrition for dogs and cats. Petcurean hired Vancouver firm Subplot Design to refresh and revitalize their image, a major and comprehensive project that involved new product naming, new packaging, a new logo and brand identity system, a new website, trade and consumer advertising, and more. I was hired to craft Petcurean's brand tone of voice, to discover what their true brand story was and write that in consumer and trade-friendly terms. It was a thrilling project to be involved in; the client stayed true to their core values and beliefs, but we were free to reinvent them from the ground up. The result, is stunning, unique, memorable and is being received with rave reviews. The scope of work included creating the brand voice and brand story, plus writing packaging copy, print collateral, sales materials, posters and POS, trade show booth and a website: petcurean.com

Copywriting for Petcurean and Subplot Design