Proudly, a Veteran-Owned Business
GUARDIAN PET FOODS CO
The parent company to NOBL Foods and Dog Almighty Elixirs
Client
Guardian Pet Foods
Date
Dec 2019 - Jan 2021
Role
Agency Partner
Website
No longer live
Relationship Summary
When Guardian Pet Foods approached CRRNT with their innovative meal bar concept, little did they know it would catalyze a complete company metamorphosis. Our journey began with a deep dive into Guardian's vision, market potential, and brand essence. This foundational work led to a pivotal realization: the revolutionary nature of their products demanded an equally bold brand identity.
The birth of NOBL Foods marked a turning point. We crafted a name and identity that echoed the nutritional density of their meal bars, encapsulated in the audacious tagline, "We've kicked the Crap out of Kibble." This wasn't just clever wordplay; it was a battle cry in the pet nutrition revolution.
Stock photography we used for a social ad, inviting people to try NOBL for the 7-Day Challenge
As our partnership deepened, we orchestrated a comprehensive brand architecture overhaul. Guardian Foods emerged as the visionary holding company, with NOBL Foods and the newly conceived Almighty Elixirs as its dynamic subsidiaries. This structure wasn't just organizational; it was a strategic move to dominate different segments of the pet wellness market.
Our work extended far beyond naming and structuring. We revamped Guardian's visual identity, infusing it with the same innovation found in their products. The website transformation for Guardian, NOBL, and Almighty Elixirs wasn't merely aesthetic; it was a complete reimagining of the online customer journey, optimized for engagement and conversions.
In the digital realm, we orchestrated a symphony of paid search and social media campaigns, fine-tuning them monthly for peak performance. Our creative muscles flexed across various mediums - from crafting compelling ad units to designing eye-catching product packaging and shipping materials.
Understanding that customer experience is the heartbeat of brand loyalty, we developed a holistic strategy encompassing everything from unique launch boxes to a rewarding loyalty program. This approach ensured that every touchpoint reinforced Guardian's commitment to pet health and owner satisfaction.
As Guardian Pet Foods entered new market territories, we armed them with a versatile marketing arsenal. This included templates for business presentations, Instagram content packs, and targeted online campaigns for each brand under the Guardian umbrella.
Through this all-encompassing strategy, CRRNT didn't just help Guardian Pet Foods launch new products; we helped them pioneer a new category in pet nutrition. From a single innovative idea grew a multi-brand powerhouse, poised to lead the charge in the ever-evolving world of pet wellness.
Contributors
Chuck Granade
Business Strategist, CEO
Lando Febuary
Creative Director
Pete Gade
Brand & Content Strategist
TAKING A BITE OUT OF A CROWDED PET FOOD MARKET
When Good Isn't Good Enough: The Guardian Pet Food Transformation
At first, we were hired to launch the Guardian Bar, MoRE and Whole Prey brands into market. We took the account on under a condition they’d give a strategic process the opportunity to put strategic tension on the Guardian Name against what would be most effective in the pet food market category.
The foundation provided by the brand platform validated that the Guardian Bar, MoRE, and Whole Prey brand names and identities needed a reset despite the solid backstory and meaning behind the Guardian Pet Food name and logo. The existing name was too generic and bland in a noisy marketplace, it wasn’t ownable. Besides the ownability issue, every marketing dollar spent very likely would not be as efficient as putting budget behind a new brand from scratch.
The backstory on how the MoRE name came about: during a conversation with a K9 handler from the Massachusetts State Police, one of the co-founders received inspiration for a new product name. When the officer referred to Guardian Bars as "MREs for dogs," the co-founder immediately recognized the potential of those three letters and penned down the name, "MoRE Canine Food Bars." The new name was a perfect reflection of Guardian's commitment to providing superior nutrition to pets, and it fit perfectly with the brand's "Real. Simple. Honest." tagline.
Originally, the Celtic Circle of Protection along with Odin's Horns from Norse Mythology to represent the care and esteem they have for animals. The silhouettes of a dog and cat were used in the logo for obvious reasons. However, this approach required explanation and seemed a little too old-fashioned from a marketing perspective.
PRE-EXPO PREP FOR GUARDIAN'S BIG DEBUT
Building Disruptive Brands for Pet Nutrition
Before the curtain rose at the Global Pet Expo, CRRNT was busy setting the stage for Guardian Pet Foods' grand entrance. We kicked things off with a deep dive into market research, leaving no kibble unturned in our quest to understand the pet food landscape.
Next, we put our ears to the ground, soaking up every bit of insight our client could throw at us. But we didn't stop there. We locked ourselves in a room with the Guardian team for a no-holds-barred workshop, pushing boundaries and challenging assumptions. The result? A lightbulb moment that led to the rebirth of MoRe bars as NOBL Foods. Talk about a glow-up.
But we weren't done yet. We gave Guardian Pet Foods a visual makeover that would make even the pickiest poodle sit up and take notice. We're talking a fresh logo that practically wags its tail, an animation that brings it to life, messaging that speaks directly to pet parents' souls, and a website facelift that's more than just a pretty face.
And because we believe in going big or going home, we wrapped it all up with a marketing plan and activation strategy that would make even the most jaded industry veterans drool. By the time we were done, Guardian Pet Foods wasn't just ready for the Global Pet Expo - they were poised to steal the show.
OUR ALL-IN APPROACH TO LAUNCHING GUARDIAN'S NEW BRANDS
Making Waves in the Pet Food Ocean at Global Pet
At the Global Pet Expo, CRRNT pulled out all the stops to ensure Guardian Pet Foods made a lasting impression. We partnered with VOXX Exhibits to create a custom booth that was nothing short of spectacular, featuring monoliths for both NOBL Foods and Dog Almighty, a custom-fabricated wood product display, and a suspended ring broadcasting brand messages visible across the expo floor.
But we didn't stop at visual impact. We partnered with an outdoor industry PR heavyweight, launched a targeted social media ad campaign to help Guardian clear out their existing MoRE bars inventory, proving that even old stock can learn new tricks. To round out our assault on the senses, we provided printed handouts packed with product information and nutritional facts, ensuring that every curious expo-goer left with Guardian's story in their pocket.
This comprehensive approach turned Guardian's booth into a can't-miss destination at the expo, setting the stage for their grand entrance into the pet food big leagues.
OUR MULTI-CHANNEL STRATEGY FOR LASTING IMPACT
From Global Pet Expo Buzz to Market Dominance
After the dust settled at the Global Pet Expo, CRRNT didn't let Guardian Pet Foods rest on its laurels. We immediately got to work building a brand architecture that would accommodate NOBL Foods, Dog Almighty, and future offerings like Cat Almighty.
Our creative engines were firing on all cylinders as we developed visual identities and logos for both Dog and Cat Almighty, all rooted in a rock-solid brand platform. But when COVID crashed the party, we pivoted faster than a cat avoiding a bath. We overhauled our marketing strategy, revamping the website, crafting targeted promotions, and launching commerce-driven social ads on Google to help Guardian clear their existing MoRE bar inventory.
This quick thinking turned a potential setback into an opportunity, allowing Guardian to streamline their product lineup while keeping sales flowing. Meanwhile, we kept our eyes on the prize, continuing to build the NOBL Foods and Dog Almighty brands through strategic PR, eye-catching print and social media ads, and the development of standout packaging designs.
Whether it was making NOBL's nutritional density pop on the shelf or introducing Dog Almighty's one-of-a-kind new pet elixir category, our post-expo strategy didn't just maintain Guardian's momentum - it supercharged it, setting the stage for long-term market dominance in the face of unprecedented challenges.
The Results Speak for Themselves
Sink your teeth into this smorgasbord of creative delights! From strategy decks that would make a dog's doodle look professional, to sleek ads that had pups barking “No More Kibble!”, this gallery is a treat for the eyes.
NOBL Foods: Disrupting the CPG Dog Food Market
Guardian Pet Foods approached CRRNT with their innovative dog meal bar, we didn't just help them fetch a new name – we unleashed a whole new brand identity.
Our work extended beyond mere naming, encompassing messaging, visual identity, packaging, eCommerce, product, and even brand architecture. The result? A disruptive brand that stood out in the crowded pet food market like a Great Dane at a Chihuahua convention.
Eastern Washington Guides: Get Your Waterfowl Facial
Eastern Washington Guides represents our ability to modernize traditional businesses without sacrificing their authenticity. We transformed Aaron Echternkamp's thriving guide service with strategic digital solutions - from automated reservation systems to loyalty programs - allowing him to focus on what matters: delivering world-class hunting experiences.
Our partnership showcases how the right technology can enhance, rather than replace, the personal touch that makes a guide service exceptional.
ENTREPRENEUR FEATURED PORTFOLIO
Where Ideas Become
‘Holy Shit’ Case Studies
Warning: This portfolio contains examples of extreme business transformations.
Viewer discretion is advised.
Get the Whole Story on How We
Built and Launched NOBL Foods
Strategy & Brand Platform
NOBL Foods wasn't born in a vacuum—it emerged from our deep dive into the pet food category, strategic analysis, and brainstorming. We saw a clear opportunity to evolve from Guardian Bars and MoRE treats, informed by our brand platform which would inform everything from naming to messaging.
This foundational work wasn't just about creating a new brand; it was about crafting a one-of-a-kind identity that would challenge the status quo of pet nutrition.
Colors, Logos, Visual ID
In creating NOBL's visual identity, we didn't just design a logo – we crafted visual storytelling elements that would become brand icons. The underlined 'O' subtly nods to the revolutionary food bar format, while the NOBL Nose emerged as a distinctive brand mark.
Every color choice and design helps NOBL distinctively stand out on crowded retail shelves while working in harmony to communicate NOBL's position as a category disruptor.
North American Brand Launch: Global Pet Expo and GTM
NOBL's market launch started with a bang at the Global Pet Expo, where we launched NOBL Foods and Dog Almighty Elixirs, designed a smart, gorgeously designed exhibit booth, and facilitated social conversations about NOBL’s revolutionary approach to pet nutrition.
This initial splash laid the groundwork for what would come later in the year– a custom Shopify eCommerce store that would bring NOBL's innovation directly to pet parents' doorsteps. Each launch phase was strategically timed to build and maintain market momentum.