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Winner Story
NatuTreats by Might & Matter
Creative agency Might & Matter took home two Golds last year in the Corporate Identity category for their branding work with NatuTreats, an all natural pet food startup: one award for package design, and one for brand identity. The adorable illustrations feature cartoonish canines and felines experiencing the joy pets feel when you give them a good treat. Check out the website and packaging branding for NatuTreats and learn more about how Might & Matter approached this project.
Tell us about the first brainstorm session you had about the brand.
Our first brainstorm on NatuTreats came as a bit of a surprise during our first client meeting! The client came in with a lot of passion and even more ideas, ready to roll up their sleeves and get to work from day one. After a lot of client education on the process, we were able to take a step back and ensure that everything was rooted in a solid strategy, so that the true heart of the brand came through in everything we did.
What inspired the creative direction for the brand?
Our creative direction for NatuTreats was truly inspired by the brand’s founders. Their love and passion for pets came through in every conversation we had, so we wanted to reflect that in every aspect of the brand- from the colors, tone & voice and all the way to the typeface.
How did this brand identity project contribute to Might And Matter’s mission?
Natutreats is exactly the type of brand that we set out to work with when we created Might & Matter. Given both of our founders’ backgrounds, we could have easily pursued a number of different brands, but we chose to focus on working with brands who want to make lives better.
“We believe that all brands can make even a small effort that impacts lives in a big way, and we hope that by working with this type of brand now and in the future, we can help contribute to that.”
– Andrea Lebron, Co-Founder & Managing Director
How does Might And Matter define creative success?
The ultimate creative success is when a client believes that we have captured what they stand for in the brand strategy & identity we have developed for them. And when that brand translates to commercial success, it’s like icing on the cake.
“At Might & Matter, when we work to develop brands, we’re not just trying to create something that looks good (even though it does). We don’t jump on the trend train, because that can make a brand fade as quickly as the trend itself. We aim to create brands that can stand the test of time.”
– Milton Lebron, Co-founder & Executive Creative Director.
What does winning a Davey Award mean to you?
Winning a Davey is a testament to the quality of the work we produce and the strength of our client relationships. This award signifies that a brand trusted us to bring their vision to life in a fun and engaging way, and that our peers, as well as our client, appreciated the result.
Are you crafting a furry-friendly brand identity like Might and Matter? The Davey Awards honors work across several categories of Design & Print. The Extended Entry Deadline is quickly approaching. Submit your design work before September 13th.