Repositioning Wellness Pet for the Modern Pet Family
Guided a brand refresh and campaign strategy that connected pets and their people in a more meaningful, premium, and playful way.
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 nutrition, care, and products that reflect that bond. The challenge was to translate this understanding into a brand and campaign presence that felt modern, cohesive, and emotionally resonant.
Key insights included:
Pet owners look for premium products with transparent, trustworthy messaging.
Emotional connection drives loyalty — pets are seen as family members, not just companions.
Internal teams sought a unifying creative direction to bring the brand story to life.
Role & Approach
As the senior creative, 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 the brand narrative to reflect care, quality, and the joy of pet ownership.
Developed visual systems that worked across packaging, digital, and in-store activations.
Guided the creative team to deliver a cohesive story across multiple touchpoints, balancing playfulness with premium positioning.
Solution / Work
The refreshed brand came to life through campaigns and visual systems that balanced playfulness with premium quality. Nurture the Play captured the small, joyful moments between pets and their owners, bringing warmth and personality to every digital and in-store touchpoint. At the same time, a playful partnership with Animal Crossing allowed the brand to connect with a younger, culturally engaged audience in a way that felt authentic and fun.
Visually, the identity was refined to reflect the brand’s elevated positioning without losing approachability. Packaging, typography, and color were thoughtfully updated to feel premium yet welcoming, and a suite of templates and design systems ensured cohesion across campaigns, digital experiences, and retail environments.
Beyond the external work, internal alignment was key. Collaborating closely with internal teams, we embedded the brand story and visual language across departments, helping the organization embrace a unified vision and strengthen the culture around the refreshed brand identity.
Impact & Results
Reinforced premium positioning while increasing engagement and emotional connection with pet owners.
Campaigns brought consistency and cohesion to all brand touchpoints.
Internal teams embraced the refreshed identity and narrative, creating alignment and excitement around the brand vision.
Cultural relevance increased through playful partnerships and consumer-facing campaigns.
Successful brand transformation combines strategy, creativity, and empathy. By understanding the audience, guiding the narrative, and shaping the visual world, work can feel both purposeful and playful. This project reinforced the importance of connecting the brand’s story to real-life experiences while empowering internal teams to carry it forward.