Alpha Feeds

Brand development, packaging design, omnichannel marketing, paid media creative, website optimisation.

Alpha Feeds had a strong heritage in premium nutrition for working and sporting dogs, but its brand and digital presence no longer reflected its quality, credibility, or straight-talking customer community.

As lead creative, I was responsible for modernising the brand, strengthening its positioning, and developing an omnichannel marketing approach that could engage working dog owners more effectively.

I led the rebrand across identity, packaging, tone of voice, digital rollout, and campaign strategy. The creative approach focused on balancing Alpha Feeds’ heritage with a more modern, direct, and performance-led brand expression, supported by a funnel-based omnichannel strategy across web, social, paid media, and customer touchpoints.

The work repositioned Alpha Feeds as more than a dog food brand; it became a trusted nutrition partner for owners who demand peak performance from their dogs. The refreshed identity, packaging, tone of voice, and digital strategy created a stronger, more relevant brand experience across every channel.