A Successful Go-To-Market for Gutsy
Client:
Gutsy is a hybrid dog food brand that uses sustainable insect proteins, offering both health benefits and a lower carbon footprint. Since its launch, Gutsy has seen rapid growth and is now available in nearly every specialized pet store across Belgium. We partnered with the brand to develop a go-to-market strategy and branding that propelled its success.
We began by researching existing dog food brands and the perception of insects as a food source. Our findings revealed that showcasing insects upfront might not be the best approach, as many people were still wary of them. We identified adventurous young men as the most open demographic to insect-based products, and we discovered a gap in the market for a male, adventurous dog food brand.
We chose the name Gutsy to reflect the brand’s adventurous, bold personality, setting it apart as a distinct choice in the dog food market. Positioned as a brand for dog owners who love exploring the world with their pets, Gutsy emphasizes its hybrid dog food formula, which combines the benefits of insect protein with essential nutrients, making it both superior to traditional dog foods and more balanced than purely insect-based options.
To bring this vision to life, we developed a nature-inspired, adventurous brand identity aimed at men who value exploration and sustainability. Bold, earthy tones create a visual language that embodies excitement and discovery, while playful one-liners add a fun, daring tone that resonates with the brand’s youthful spirit. This unique identity sets Gutsy apart in the market, capturing the attention of a target audience seeking something beyond the ordinary.
