From an unchanged, legacy pet food company
To an exciting brand for modern pet lovers.
CHALLENGE
When you’ve been around for over three decades, it's hard to change your ways. But Wellness Pet Food was losing share to newer, upstart brands offering fresh food, bolder products and a modern approach to pet ownership. To adapt to the shifting marketplace, we needed to reinvigorate an aging brand and bring it up to par with the innovative new product lines they were continuing to churn out.
STRATEGY
Our strategy focused around the idea of “Feed well. Be well.” while centering on two pillars. The first was mutual wellbeing: if your pet is healthy, you’re both happier. The second was mealtime enjoyment: the uncontrollable, visible joy your pet shows when it’s time to eat. These pillars found their way into every facet of the campaign.
CREATIVE SOLUTION
We started with a vibrant, new brand identity and graphic system built on a bold, dynamic color palette. From there a larger campaign, built on cheeky, strategically sound writing and truisms about pet ownership extended throughout digital touchpoints, ecomm, point of sale and more.
COLLABORATORS
Sweet Rickey
PS260
Winnie Au
"While Feed Well. Be Well. is packed with cheerful, heartwarming details, and it also marks a strategic pivot for Wellness Pet. By reframing nutrition as an act of love and emphasizing the shared benefits of wellbeing, the brand is positioning itself to resonate with a new generation of pet parents seeking food that's both scientifically sound and emotionally rewarding."
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