January 17th, 2023. Written by Chris Villaseran, Katelyn Winski, and Mega Tjhin. Edited & Published by Madeleine Longman.
The Power of a Brand Refresh
Every brand aspires to be craveable, the kind that people genuinely connect with. A brand refresh or rebrand is often the pivotal step needed to catalyze growth and attain that level of lasting craveability. Recognizing the importance of embracing change goes beyond just staying relevant; it’s the cornerstone of adapting to a dynamic market. When thoughtfully executed, a refresh can breathe new life into a brand’s relationship to its customers, fuel growth, and nurture lasting loyalty.
Earth Rated | Green & Beyond the Package
Earth Rated's brand refresh maintains its planet-friendly ethos while adopting a bold, consumer-friendly approach. Their commitment to sustainability, highlighted by the use of green, cements their brand presence. Leading in the toy market complements their goal of integrating into customers' daily lives. Their uniform design language, marked by organic shapes and textures, extends from products to displays. The showcase of new products adheres to this aesthetic, creating a cohesive brand identity that fosters trust and appeal.
Native Pet | A Bolder Voice
Native Pet serves as a compelling case study of a brand's impactful evolution. While retaining key brand elements such as color schemes and illustrations, they have skillfully amplified these components in a clever and engaging manner. Their transformation has resulted in a more pronounced and vibrant brand personality, one that resonates particularly well with a younger demographic, leaving a lasting and memorable impression.
Vital Essentials | Elevated Positioning
Vital Essentials' fresh brand positioning revolves around the celebration of butcher-cut protein, marking a significant and revolutionary design shift. This new direction evokes a sense of naturalness and a commitment to using the finest quality ingredients. The visual elements inspired by the butcher theme seamlessly extend across various brand touchpoints, including their tradeshow booth, new product showcases and various marketing materials.
Greenies | Expanding Categories
Greenies underwent a significant transformation by not only unveiling a fresh brand identity but also expanding into a new category—kibble. While this transition made logical sense, it generated considerable buzz and anticipation across the board. From the consumer's standpoint, it's evident that the rebranding effort will be implemented gradually and in stages, building excitement and curiosity along the way
Ziwi | Strategically Shoppable
Ziwi's sourcing narrative resonates with pet parents because of its fine selection of ingredients from New Zealand. Their packaging system recently underwent a refresh, streamlining graphics for easier printability and product extension. Despite this update, Ziwi maintained brand consistency by preserving their distinct brand colors and assets, all while enhancing the packaging hierarchy and system to create a more shopper-friendly experience.
Wild Earth | Environmental Stewardship
Wild Earth's prior packaging didn't entirely align with their brand's narrative. Embracing a mindful approach towards our planet, they underwent a rebrand to establish a new image, solidifying their position as an industry leader with a strong commitment to environmental stewardship. The prominent use of green in their packaging serves as a clear symbol of their Earth-friendly ethos. Additionally, their transformation makes a bold statement with irreverent photography that not only captures the eye but also effectively communicates their recipe story.
Product Innovation Trends We’re Noticing in Pet Land
Health Maintenance
Dog supplements, ranging from joint support to immune boosters to health aging, are growing in popularity as pet owners recognize the importance to address specific health needs, mirroring how humans recognize and approach their lifestyles with supplements. This underscores how product innovation is shifting toward an emphasis of holistic pet care.
For the Planet
As we recognize the environmental impact of traditional meat-based diets, there is a growing emphasis on exploring innovative and eco-friendly alternatives. From plant-based proteins to insect-based formulations, pet food manufacturers are spearheading a future toward diets that are not only nutritious for the pet but sustainable for the planet.
Yora | Polkadog | Pawse | Forager’s Feed
Quality Toy = Quality Time
Pets are human’s companion and they are part of family. It’s important to build the relationship with bonding time. Toys are becoming part of lifestyle. Opportunity: Treats launch kit that revolves around quality time.
Ubbi | Earth Rated | West Paw | Vetreska
The Rise of Cats
The humanization of pet has been clear over recent years. As a result, this has ushered in a wave of new cat products and furniture that are blending in seamlessly with our home environments unlike ever before, while toys are becoming more innovative and fun.
Michu | PetPals | Pidan | Instachew | Tug Pet Products
Pet Product and Brand Design Trends That Make Your Tail Move
Lighthearted Illustration
Indie dog brands are often celebrated for their delightful and clever appeal. Their use of playful illustrations combined with distinctive storytelling creates visually captivating storytelling that instantly tugs at the heartstrings, making them a perfect fit for impulsive purchases.
Expressive Typography
In packaging design, a contemporary and streamlined layout places typography at the forefront, serving as the primary graphic element to convey the brand's distinct personality—be it natural, playful, or boldly expressive.
West Pet | Barkin | Earth Rated | Vetreska | Open Farm
Iconic Shapes
Leveraging simple shapes to depict abstract environments can become an integral part of the brand's visual identity. These shapes not only add vibrant bursts of color but also serve as a means of differentiating recipes memorably, contributing to the overall brand's distinctive look and feel.
Sensible Form
In our pursuit of improving our way of living, prioritizing convenience, practicality, and a user-friendly experience is key. Adhering to a sensible design form not only contributes to this improved lifestyle, but can set a brand apart from its competitors in a memorable way.
West Paw | Kradle | Native Pet | Yak 9
