As the pioneer of Outdoor Adventure Gear for Dogs, Ruffwear built a reputation for high-performance products. But with competitors replicating Ruffwear’s look at a lower price–minus the performance–consumers needed a clear reason to justify Ruffwear’s premium price.

We tapped into a powerful emotional truth: people feel more fulfilled when they experience the outdoors through their dog’s unfiltered joy. Our new brand platform—“Lovingly engineered for more joyful exploration,” reinforced Ruffwear’s technical superiority while forging a deeper emotional connection. The campaign’s rallying cry—"Go Be With Your Dog"— encouraged people to prioritize time outside, made better by gear designed for adventure.

Reinforcing Ruffwear’s premium positioning led to 20% revenue growth year-over-year on Ruffwear.com.