Where This Started

Barky Brews makes brews for dogs. 

On paper, that sounds like a product story. In reality, it wasn’t.

From the beginning, it was clear this brand wasn’t about selling a drink. It was about keeping dogs healthy, happy, and around for as long as possible — without chemicals, preservatives, or constant medical intervention.

The juice supports gut health. That’s its role.

Everything else — physical health, mental stimulation, emotional well-being — mattered just as much, if not more.

So before creating anything, we had to decide what this brand was actually going to stand for.

The First Real Decision

We made an early call that shaped the entire project:

We were not going to lead with the product.

No ingredient breakdowns up front.

No heavy wellness claims.

No “this fixes everything” messaging.

Instead of asking how to sell the juice, we asked:

“What does it actually mean to take care of a dog long-term?”

That question became the foundation of the brand.

Research: Looking Past the Product

We started by pulling apart the pet and wellness space.

Most brands fell into familiar patterns:

• overly clinical language

• fear-based health messaging

• or generic “cute dog” content

Very few talked about dogs as whole beings — with routines, personalities, moods, and emotional needs.

At the same time, the brands people actually engaged with felt:

• confident

• self-aware

• and deeply committed to a point of view

That gap shaped our approach.

Shifting the Focus: Dogs First

Barky Brews is chemical-free and preservative-free, using proprietary methods to maintain shelf life without compromising ingredient quality.

But we deliberately chose not to make that the headline.

The brand would talk about:

• gut health

• eyes

• ears

• skin & coat

• energy

• emotional health

• daily habits that support longevity

Most of that content had nothing to do with the juice. 

When gut health came up, the juice fit naturally into the conversation.

When it didn’t, the product stayed out of it.

This kept the brand honest and grounded.

Defining How the Brand Speaks

Before writing posts or scripts, we set rules.

The brand voice had to be:

• dog-first

• calm, not preachy

• playful without being gimmicky

• confident without over-explaining

It couldn’t sound like a supplement company.

And it couldn’t sound like it was trying to convince anyone.

The brand needed to feel like it genuinely cared — because it did.

Moodboarding the Brand World

We built mood boards to define:

• visual energy

• illustration and animation references

• pacing and tone

• how absurdity and sincerity coexist

This step wasn’t about aesthetics.

It was about making sure social content, video, and the website all felt like they came from the same place.

Social Content & Video 

We handled Barky Brews’ social from the ground up.

That meant:

• coming up with original content ideas

• creating repeatable formats

• scripting short-form videos

• deciding what not to post

One standout moment was the cartoon-style video — not as a gimmick, but as a way to signal immediately that this brand doesn’t behave like typical pet brands.

Even here, the focus stayed on dogs — their lives, habits, and joy — not on pushing a product.

If a piece of content couldn’t work without mentioning the juice, it didn’t go out.

Building the Website

We designed and built the Barky Brews website as an extension of the same philosophy.

No long explanations.

No hard selling.

The site:

• reinforces the brand’s care-led approach

• uses the same language developed for social

• lets the product exist without overpowering the story

The juice is present — but it’s clearly positioned as one part of a bigger picture.

What This Turned Into

By the end of the process, Barky Brews wasn’t a novelty.

It had:

• a clear point of view

• a dog-first narrative

• social content that felt intentional, not promotional

• a website that matched the brand’s values

The brand became less about what it sells and more about what it stands for.

The Real Outcome

We didn’t build a brand around gut health.

We built a brand around:

keeping dogs healthy, happy, and around for as long as possible — naturally.

The juice supports that mission.

It doesn’t define it.