Concept
Instead of the clinical, “trust-me-it’s-natural” look most pet food brands share, a character-driven identity: something a millenial owner recognizes as a friend on the shelf, not another science-forward product.
Developing a full brand identity and packaging system for a premium pet food line, within the ITS ME mentorship program.


Instead of the clinical, “trust-me-it’s-natural” look most pet food brands share, a character-driven identity: something a millenial owner recognizes as a friend on the shelf, not another science-forward product.
A full brand system: naming, mascot character, and illustrations designed to hold together across an entire product line, not a single package.
Millenials, premium pet food owners who want their dog treated as family, not marketed to with the same “natural and clean” language as every competitor on the shelf.