How a startup brand claimed leadership in its category in only 5 years.

The challenge

When Tineke and David came to us with the idea of starting a new ice treat brand for dogs, they knew we needed a strong strategy to position the brand and its totally new and unknown product.


In only 5 years since the launch, Smoofl is now listed in all major petfood stores in Belgium and in 9 different countries. Today,they are the proud leader in their category. Thanks to the clear brand positioning and the energy of the ambitious Smoolf team, a loyal group of Smoofl lovers emerged.

— Client


— Market

Retail PET category

— Expertise

Brand strategy Brand logo design Brand identity Packaging design



Together we built a future-proof strategy and refined it further into a well-defined positioning of the brand with clear values, a clear target group and an ambitious vision. The next challenge was to translate the brand values and their passion into their own brand world with a spot-on tone of voice and impactful packaging designs with lovable visuals. One mission: it all needed to scream happiness, fun and deep-rooted love for every dog.


From the cool vibes of all the dogs proudly taking the stage to the fun quotes floating around in a swinging brand world, the packaging makes an expressive impact on both store shelves and online platforms. With colourful graphics, the brand and packaging is extremely recognizable to stand out in the rather traditional and rational world of pet food.

“Catchafish dares to challenge the brief and helped us to start our business with flexible solutions. Their expertise resulted in fantastic packaging designs.”

TINEKE BRACKE – Founder Smoofl


Since the launch, only 5 years ago, Smoofl is now expanding its range with new innovative products and is in the starting blocks to evolve into a pet inclusive lifestyle brand.

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