Wellness Pet
I led the strategic brand positioning for Wellness Pet, shaping a purpose-driven identity that reflects its deep passion for pets and the people who love them. Developed a cohesive brand narrative and messaging that not only reinforces its mission to create a better world for pets but also strengthens internal culture by fostering a sense of shared purpose among employees. Through thoughtful branding and strategic storytelling, I helped cultivate a brand that resonates emotionally with both pet parents and the dedicated team behind it
Give your best the best
The fact that 97% of pet owners consider their pets as family members, inspired the development of the “Give your Best, the Best” campaign for Wellness Pet. This initiative was designed to resonate with devoted pet parents by emphasizing WPs commitment to providing top-quality, nutritious products that honor the profound bond between them and their pets. By aligning the brand message with the deep emotional connection and significant investment pet owners have with their pets, the dedication to support the wellbeing of cherished animal family members was reinforced.
97% of pet owners consider their pets part of the family, a powerful insight that guided the creative direction for the "Give Your Best, the Best" campaign. With this deep emotional connection in mind, we focused on positioning Wellness Pet as a brand that understands the importance of treating pets like family. The campaign emphasized how Wellness Pet provides the best care for the pets we love, using messaging and visuals that highlighted the premium quality and health benefits of the brand’s products—reinforcing that pets deserve the best, just like family.
42% of dog and cat owners choose to spend more on premium pet food, reflecting a trend toward higher-quality nutrition. This insight influenced our approach to Wellness Pet, prompting us to position the brand as a premium offering. We emphasized the nutritional benefits with sleek, modern packaging and messaging that highlighted the brand’s commitment to providing pets with the highest-quality care, speaking directly to the pet owners who prioritize their pets’ health and well-being.
For Wellness Pet, we discovered that pet owners spend nearly $1,400 annually on their pets, treating them like family. This insight drove us to rethink the brand’s visual identity. We knew that to truly resonate with this audience, the brand needed to reflect the deep emotional connection between owners and their pets. So, we used photography from the pet’s point of view to create a more intimate and relatable experience—reinforcing that Wellness Pet is a trusted partner in both the health and happiness of their pets.
In 2023, U.S. pet owners spent $45.5 billion on pet food, a 17.6% increase from the previous year. This significant growth in the pet food market underscored the increasing importance of pet care in people’s lives. We leveraged this trend by crafting a brand experience for Wellness Pet that reinforced the value pet owners place on their pets’ well-being. Through impactful messaging and design, we highlighted Wellness Pet’s role in providing not just food, but premium, health-focused nutrition for pets, appealing to the growing demand for quality in the pet care space.
Nurture the play
Recognizing that 67% of pet owners worry about their pet’s health conditions, I led the development of the “Nurture the Play” campaign for Wellness Pet. This initiative emphasizes the importance of play in promoting pets’ physical and mental well-being, highlighting that active play helps maintain a healthy weight, improves cardiovascular health, and provides mental stimulation to prevent boredom-related habits. By assuring pet parents that WP products support their pets’ natural, playful behaviors, we address their health concerns and encourage a carefree lifestyle for their companions.
With 60% of dogs in the U.S. considered overweight or obese, we knew that pet health couldn’t be overlooked in our creative approach for Wellness Pet’s "Nurture the Play" campaign. This insight inspired us to emphasize not just premium nutrition, but the importance of an active, balanced lifestyle for pets. We integrated messaging and visuals that encouraged play and physical activity, positioning Wellness Pet as a brand that nurtures both the body and the spirit of pets, encouraging owners to focus on their pets' overall well-being, not just their diet.
Engaging in regular play strengthens the human-dog bond, increases trust, and provides mental stimulation to prevent boredom-related habits. This insight was central to our "Nurture the Play" campaign for Wellness Pet. We focused on showcasing how playtime isn’t just about physical activity but about building a deeper connection between pets and their owners. Through visuals and messaging, we highlighted the joy, trust, and enrichment that comes from regular play, reinforcing Wellness Pet as a brand that fosters a happy, healthy, and bonded relationship between pets and their families.
74% of pet owners reported mental health improvements from pet ownership, highlighting the emotional benefits of a healthy, active pet. For the "Nurture the Play" campaign, we used this insight to emphasize not only the physical benefits of active pets but also the positive impact they have on their owners' well-being. Through messaging and visuals, we showcased how regular play and a healthy lifestyle for pets strengthen both the pets' and owners' mental health, reinforcing Wellness Pet as a brand that nurtures the whole family—pets and people alike.
Regular playtime helps cats stay active, maintain a healthy weight, and keep muscles toned and strong. This insight played a key role in inspiring the concept for the Wellness Pet and Animal Crossing partnership. Knowing that active play is essential for pets’ health, we saw an opportunity to bring this message to life in an interactive, engaging way. By partnering with Animal Crossing, we created a playful, immersive experience that encouraged pet owners to engage with their pets in fun, creative ways—mirroring the importance of maintaining a healthy, active lifestyle for pets. The partnership helped us connect with pet owners through a beloved gaming platform, reinforcing Wellness Pet’s commitment to the health and happiness of pets in a unique and engaging manner.