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Supporting start-ups to disrupt emerging markets - Labyrinth Marketing
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Brand Strategy & Bring To Life

Challenger Brand

The brief

To set the strategic direction and strategic approach for challenger start-up brand, in the raw cat food category. By creating a 3 year roadmap to define how they can accelerate their growth to support their information memorandum (IM) to gain external investment.

Cat with cat food in a bowl
Cat with cat food in a bowl


As pet lovers ourselves, we loved the opportunity to support a start-up brand with great potential to grow in an emerging raw cat food market.

We immersed ourselves in the category, identifying trends and opportunities for the brand as well as analysing the competitor landscape. Following this we worked up brand positioning and brand purpose to appeal to the target audience (ensuring they had a clear and sustainable point of difference) and drafted 3 strategic pillars to focus on retention, lapsed users and new consumers.



Financial advisor


Upskill – shared our strategic process for clients to see what and why we do it.

Bring plans to life – we advised on how to tactically execute key elements of the strategy year 1. Supported the update of the IM to include the new strategic direction.


Abby presenting at a whiteboard
People working on a table


  • Crafted brand positioning to reinforce brand’s point of difference
  • Developed 3 year strategy to reach internal commercial aspirations
  • Validated strategic pillars with financials and consumer movement and KPI’s
  • Tactical activation and enablers outlined
  • Updated IM ready for external investment

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