Brand Challenge

To continue riding the premium natural pet food trend, the Wellness brand was launching nationally at Petco stores. We proposed revamping their bygone look and aligning packaging communication with the behavior of devoted pet owners.

Compelling Results

• The instantly-recognizable brand architecture links the entire line, from pet type to occasion
• The strategic segmentation is founded on shopper decision paths, leading to the right choice among many
• Guided by consumer profile, we chose emotion-inducing colors and illustrations