Natoo

PremieRpet, a respected leader in evidence-based pet nutrition in Brazil, decided to enter the U.S. market with an expanded line of healthy dog (and cat) food. Aiming for a fresh U.S. brand identity, they engaged Wunderdogs to lead brand strategy, messaging, naming, and visual system development.

Science for the goodness in our pets

We conducted consumer research and held in-depth interviews with PremieRpet’s leadership to uncover the core challenges and opportunities in the U.S. market. What emerged was a clear need: pet owners often feel overwhelmed by nutritional choices and are looking for guidance. At the same time, they deeply value a brand they can trust; one that’s grounded in science and genuinely cares about their pets’ wellbeing.

These insights shaped the foundation of the new brand. We developed the core statement: “Science for the Goodness in Our Pets”. A positioning that highlights PremieRpet’s scientific expertise, celebrates its Brazilian origin, and builds an emotional connection with U.S. pet owners. This message was then scaled across various formats, including consumer and veterinary-facing communications, and adapted for different product lines.

A global name for a Brazilian brand

Working closely with PremieRpet, we chose the name Natoo - an anglicized form of their existing "Nattu" line - to create a seamless link to the original Brazilian brand. In a crowded market, Natoo stakes its claim as the warm, credible science-driven alternative: where lab-grade rigor meets heartfelt storytelling.

Visually, the brand blends scientific structure with emotional vibrancy. The identity balances clean, factual patterns with lively Brazilian-inspired colors and textures, representing both quality and passion.

Performance and market growth

With its science-forward narrative, relatable brand voice, and energetic design, Natoo has successfully entered and grown in the competitive U.S. market. Natoo’s U.S. debut rolled out in October 2023, backed by Matrix Partners to drive awareness through influencer and trade campaigns. By early 2025, Natoo expanded distribution in North America - including the Mid‑Atlantic, Midwest, Pacific Northwest, and Canada - through partnerships with four regional distributors.