Working with Russian pet food company, Delipet, our challenge was to combine luxury and humor in a compelling branding concept. Delipet was looking for a creative solution that would suit its new line of luxury products, designed specifically for small dog breeds and targeting primarily the local Russian population, who love and value high status brands.
The branding concept honors the brand’s true stars - the dogs themselves, but in a humorous way. Even the chosen name, ‘Barabaka’, is a play on the word ‘dog’ in Russian (‘sabaka’). The brand language is a humorous take-off of the hip-hop world, expressed in photographs of dogs with sparkly and over-the-top accessories, creating a sense of luxury and status in a way that is light and self-aware