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Petco: Healthy Benefits

Discipline

Product Innovation

"Bulldog helped us push outside our comfort zone, challenging Petco and the pet food space. Together, we created a brand that we’re incredibly proud of, with a strong backbone and exceptionally creative product design. Their team dedicated themselves to helping us build WholeHearted, which has eclipsed forecast and budget.”

NICK KONAT, VICE PRESIDENT, PRIVATE BRAND

CARVING OUT A NEW CATEGORY WITH A BURGEONING BRAND
Challenge

With the launch of WholeHearted under their belts and the brand continuing to beat all expectations, the Petco team set their sights on finding new ways to serve pets and their pet parents. They identified a gap in the market—food-based solutions for some of the most common pet ailments—a space currently owned by traditional pharma and veterinary-based brands. The challenge was defining this nascent space and creating a platform with credibility to build trust with customers.

Result

Together we identified and designed a packaging solution that bridged the gap between the clean and intentionally clinical design of traditional vet brands and the softer and more natural design of the newer natural brands. In doing so, Healthy Benefits was able bring the best of both worlds to pet parents, giving them the confidence they need to solve their pets’ health issues naturally. As WholeHearted’s portfolio continues to grow, Bulldog Drummond will continue to partner with them to extend the brand authentically, giving pet parents a reason to make Petco their pet shopping destination.

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"We implemented a new color strategy with the Healthy Benefits line to balance medicinal semiotics and the natural space within this playful brand. The use of silver and white make a strong connection to healing, while the bold colors and imagery of moments between pets and their human parents bring the vibrancy and life that is prevalent in the core WholeHearted line."
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Brand defined, executed to perfection, with light seasoning. https://t.co/QT6Dmc5L60