animonda petfood

A brand with three personalities and one consistent soul.

animonda petfood makes premium nutrition for cats and dogs. But within that, the brand carries three distinct sub-brands — Carny, Vom Feinsten, and Gran Carno — each with its own audience, its own product logic, its own tone. The creative work had to honour that differentiation while keeping everything visibly, coherently animonda.

That kind of multi-brand thinking is a specific discipline: knowing when to let a sub-brand be itself, and when to pull it back toward the parent. Get it wrong in either direction and the whole system loses clarity. The work here was about finding that balance — across campaigns, social content, advertising, and a comprehensive corporate design manual that would hold everything together going forward.

Agency: Fluent AG

Campaigns, social, advertising,
and a design system built to last.

The scope spanned the full creative lifecycle — from concept through to execution across every major touchpoint.

Campaign development — platform-specific campaigns for each sub-brand, tailored to different audiences while maintaining visual coherence across the animonda family. Production took place in Cape Town.

Social media content — ongoing content direction for Instagram and Facebook, built around authentic storytelling rather than product-first communication. The focus throughout: the real moments between pets and their owners, not the packaging.

Print advertising — campaign visuals developed for press and trade, adapted from the same creative direction as the digital work.

Corporate design manual — a comprehensive system covering logo usage, typography, colour palettes, photography style, and tone of voice across all three sub-brands. Built to give the internal team and future partners a clear, actionable reference for every creative decision.

Authentic over staged.
Real moments over perfect ones.

Pet food advertising has a habit of looking like pet food advertising — product shots, happy animals, bright colours, exclamation marks. The brief here was to move away from that register entirely and find something more honest.

The visual direction was built around real moments: the weight of a cat settling onto someone's lap, a dog mid-run in low afternoon light, the quiet ritual of feeding. Nothing performed for the camera. The photography style follows accordingly — natural light, real environments, a pace that lets the moment breathe rather than rushing toward the product.

This approach works differently across the three sub-brands. Carny leans into the rawness and instinct of the natural diet concept. Vom Feinsten carries a gentler, more domestic warmth. Gran Carno sits between them — hearty, generous, grounded. Same visual principles, different emotional registers. The corporate design manual codifies all of it so the system can be applied consistently, whoever is executing it.

A visual system that scales across brands,
platforms, and markets.

animonda now has a creative foundation that holds across three sub-brands, multiple markets, and every format from social content to print advertising. The corporate design manual means that consistency isn't dependent on the same creative team being in the room — it's built into the system itself.

The campaigns gave each sub-brand a distinct, recognisable presence without fragmenting the parent brand. And the through-line — authentic storytelling centred on the real relationship between pets and people — gives all of it an emotional coherence that product-led communication rarely achieves.