Edgard & Cooper
– Tone of Voice
– Conceptual
In 2024, Edgard & Cooper asked me to help evolve the way they speak. In a space where pet content dominates feeds and social language is saturated with cliché, the challenge was to carve out a voice that felt distinctive, confident, and genuinely human.
The tone was built by tapping directly into pet culture — speaking in a way pet owners instantly recognise; observational, knowing, and rooted in the everyday truths of life with animals.
With a Pixar-like comedic candour, the voice flexes comfortably across everything from nutrition to the endlessly strange, joyful, and exhausting realities of living with pets. Familiar, but never predictable.
Some example slides are below…
During creative sprints, both online and at HQ in Kortrijk, BE, the brand voice began to come to life across social media, packaging and the brand’s online space, as they accelerated towards bringing their London studio, The Disobedient, to life.
The below examples show how both tone and different conceptual examples from the creative sprints came together to create Edgard & Cooper’s first signature campaign in their new voice, from deck to internet.
From the internet to European OOH.
