PetWell: Pet Food Wellness Range

Elevating PetWell’s current packaging where wholesomeness meets science-backed nutrition.

PetWell’s large portfolio of premium supplements and treats (31 SKUs in total) are formulated by an animal naturopath and are vet-reviewed, bringing trusted and high quality pet food to the market.

The brief was to push the current branding and packaging into a more premium space, with a focus on naturalness and approachability without losing its science credentials. An increase in shelf-standout, distinctive brand assets and masterbrand architecture system were at the forefront of the project.

The resulting PetWell Flick shape serves as an anchor across the whole range, a recognisable and ownable asset for PetWell, as well as a variant navigational device across a wide and complex portfolio. It is reminiscent of the curves, energy and movement of our furry friends. The off-white PetWell Bone colour adds warmth and the new logo features ‘PetWell’ in sans-serif title-case with rounded letterforms that reflect the PetWell flick, giving the brand its own unique personality. Additionally, a colour system for the different types of proteins has been introduced: yellow/orange tones for poultry, red/brown for red meat and green/blue for seafood.

Across the supplements and treats (supplement-infused and single ingredient), clearer navigation and differentiation between the types of products have been implemented so the consumer can shop with more ease and clarity.