Brand Building

Taking a Time-Honored Brand Into a New Era


Our friends over at CESAR® came to us with a new brand concept Modern Joy and called on our team to produce the visuals that would define the look and feel of the updated brand identity.

Bringing the Concept to Life

Our production team began with a photography  style guide that acted as our North Star throughout  this project. We then got to work capturing photo and video assets. In order to achieve the Modern Joy visual direction, we worked to capture the balance of a  dog’s cozy moments at home as well as their active,  adventurous outdoor lifestyle. We captured a healthy  mix of indoor scenes that capitalized on natural light for an authentic, modern feel and diverse outdoor scenes featuring everything from sidewalks to streams.

Finding Joy in the Details

The team thought through every detail—bringing the CESAR® color palette into select props for intentional pops  of joy and casting a couple of non-Westie breeds to  remind customers that all dogs can experience Modern Joy through CESAR®

By the Numbers

Brand Building
Consumer Packaged Goods


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