The tale behind the paw sign: When Tails' founder decided to introduce pet food made from natural
ingredients to be delivered fresh to customers, he wanted a brand that conveyed the wholesomeness of
his product and the passion which drove his business. Tails - because every pet has one - was to be an
informed alternative to international brands.
A wealth of pet care information and tailored feeding guidelines fills the website, flyers and covers
packaging in a friendly, purposefully non-lecturing font. Orange - a colour of peace made from vibrant
red and sunny yellow - defines a logo looking to build trust. Created out of concern for his own pets,
Tails remains the only natural choice for animal lovers in the region, thus it is "for your pets, Naturally".