Full Spectrum Pet Care

Client: Mary’s Tails • Location: NYC • Year: 2020

Mary’s Tails was born from the Mary’s Family of brands, an industry leader well-known for their high-quality CBD products. We were tasked with developing the Mary’s Tails visual and verbal brand story, from brand book to website. The pet wellness brand successfully went live in Spring 2020, complemented by the launch of their PetSmart product line. You can view the website here.

• Brand Story
• Tone of Voice
• Copywriting
• Social Media

Pet Parents, Not Owners

Brand Story • Competitive positioning

First step: finding our niche within the pet care market as a high-quality, natural alternative to pet medication. Similar to the pharmaceutical industry, pet meds are a touchy subject for owners. Immediately, we found a divide between brands that had positioned themselves as either mega-friendly and super medicinal; no companies had effectively balanced the two ends of the spectrum—this was our market whitespace. We positioned ourselves as the pet owner’s top-tier choice that they could both relate to, and trust.

We Don’t Speak Dog

Personality & Tone of Voice • copywriting

Mary’s Tails is a market leader for good reason—they’d established themselves as a trustworthy, reputable brand, with professional sourcing and products backed by science. Therefore, our messaging must maintain this credibility as we speak to both the hearts and minds of pet owners. A dynamic tone of voice was constructed, emphasizing equal parts empathy and innovation.

This set the stage for consistent brand communication across platforms, from their engaging website and social media food, to their heartwarming companion testimonials. Branded stickers added bite-sized personality that could be sprinkled effortlessly across media.