Repositioning Wellness Pet for the Modern Pet Family
Led a brand refresh and campaign strategy that strengthened the bond between pets and their owners while highlighting premium, approachable design.
Challenge & Context
Wellness Pet had a strong reputation for quality, but its premium positioning and emotional connection with pet owners were under-leveraged. Pet owners increasingly treat pets as family, seeking products that reflect that bond. The challenge was to translate this insight into a brand presence that felt modern, cohesive, and emotionally resonant. Internal teams also needed a unifying creative direction to bring the brand story to life.
Role & Approach
I led the brand repositioning and identity refresh, bridging strategy, art direction, and campaign development. The approach combined research, stakeholder alignment, and design exploration.
Defined a brand narrative that reflected care, quality, and the joy of pet ownership. Developed visual systems for packaging, digital, and in-store activations. Guided the creative team to deliver a cohesive story across touchpoints, balancing playfulness with premium positioning.
The Build & Execution
Campaigns: “Nurture the Play” captured the joyful moments between pets and owners, bringing warmth and personality to digital and in-store experiences. A playful partnership with Animal Crossing connected the brand with younger, culturally engaged audiences in a way that felt authentic and fun.
Visual Identity: Packaging, typography, and color were refined to reflect premium quality while remaining approachable. Templates and design systems ensured cohesion across campaigns, digital experiences, and retail environments.
Internal Alignment: Collaborated with internal teams to embed the brand story and visual language across departments, fostering a unified vision and strengthening culture around the refreshed identity.
Impact & Results
The brand’s premium positioning was reinforced, and engagement with pet owners increased. Campaigns brought consistency to all brand touchpoints. Internal teams embraced the refreshed identity, creating alignment and excitement around the brand vision. Cultural relevance grew through playful partnerships and consumer-facing campaigns.
This project reinforced how strategy and creativity can bring a brand story to life. By shaping the narrative and visual identity, the work connected with audiences while giving internal teams a clear vision to carry forward.