Over recent years, the petfood market has experienced steady growth, due to both the increase in the number of pets and greater attention to the quality of their nutrition. In 2014 Wonderfood turned to Break for the creation of a brand aimed at those who wanted to take care of their pets with quality food. It was necessary to design a brand with its own identity, logo, name and payoff. A brand that would be able to relate to a target of owners who love their pets as part of their family. With a distinctive positioning indeed, Break put the focus on human feelings: the protagonist is no longer the pet, but the love that owners feel for them.