Brand Challenge

The Wellness brand was launching an ultra premium high-protein, grain free pet food line in an already competitive category. The product name & positioning needed to communicate the Wellness connection while telegraphing the product’s tie to the primal-instinct diet of dogs and cats.

Compelling Results

• Our product name CORE and tag line clearly signal a return to the vital crux of a pet’s diet
• Proclaiming category innovation, premium packaging elements include metallic materials, rich earth tones and sophisticated graphics
• CORE continues to lead as part of the Wellness brand, extending sales into Petco