Wellness Pet Firm is placing wellbeing on the coronary heart of the pet meals aisle with Feed Effectively. Be Effectively., a recent new model identification and nationwide marketing campaign created with Boston-based company Colossus.
Rooted within the easy concept that “love makes us entire”, the work repositions the century-old model across the shared wellbeing of pets and their mother and father, and the way one thing as on a regular basis as mealtime is a robust act of affection. With over 100 years of heritage in premium pet meals and treats, Wellness Pet is getting into what it calls an “thrilling new period,” celebrating the enjoyment pets convey to our lives and the accountability house owners really feel to offer them the very best vitamin in return.
The brand new inventive captures that emotional connection in all its types, from the foolish (cat birthday events and matching pyjamas) to the deeply significant. The underlying message is that when pets thrive, so do their individuals – bodily, emotionally and socially.
“We got down to create a marketing campaign that captures the center of the pet father or mother bond,” says Wellness Pet Firm CMO Allison Giorgio. “From matching pyjamas to birthday events, each pet father or mother has their very own manner of exhibiting love, however one of the best ways our pets really feel love is thru what we feed them.
“Feed Effectively. Be Effectively. is greater than a marketing campaign; it brings to life our perception that wellbeing is mutual and feeding effectively is likely one of the strongest methods to care. Our purpose is to make that have joyful and stress-free so pet mother and father can really feel assured of their selections and concentrate on what actually issues: extra comfortable, wholesome moments collectively.”
Launched throughout broadcast, digital, social, e-commerce and point-of-sale, Feed Effectively. Be Effectively. is Wellness Pet’s boldest inventive push so far. The marketing campaign brims with light-hearted moments, like pet spa days and bedazzled meals bowls, but beneath the humour lies a critical objective: to champion high-quality, science-backed vitamin as the inspiration for pets’ and folks’s wellbeing alike.
Colossus’ activity was to strike a fragile stability between playful storytelling and trusted authority. “Our workforce wished to make sure that we walked the road between quirk and credibility,” says Travis Robertson, govt inventive director at Colossus. “Capturing the precocious nature of pets, whereas sustaining the authority of an organization that makes a extremely high-quality product.”
That duality is baked into the refreshed model identification. The brand new color palette retains Wellness Pet’s signature purple however injects new life with a saturated mixture of greens, pinks, blues and yellow, which was a deliberate departure from the muted browns and tans typical of holistic pet meals manufacturers.
“For those who’ve ever seen a cheerful cat make biscuits or a joyful canine chase their very own tail, you then’ll determine with this sentiment,” says Robertson. “Color behaves in a really related manner. It is visceral and emotive.”
Typography additionally performs a key function within the replace. Sundry, a characterful typeface designed by J Foundry and impressed by early Twentieth-century grotesques, leads because the show and headline font.
Its bouncy curves and quirky particulars strike a heat, approachable tone whereas sustaining readability and construction, complemented by Inter for physique copy. The visible system is rounded out by a brand new geometric language derived from the model’s present solar brand, bringing cohesion and adaptability throughout touchpoints.
Images, too, has been refreshed with a hotter, extra genuine really feel. The brand new model library was shot by Winnie Au, recognized for Cone of Disgrace, her playful picture sequence of canine in high-fashion post-surgery cones, including an additional layer of persona and allure.
Whereas Feed Effectively. Be Effectively. is full of cheerful, heartwarming particulars, and it additionally marks a strategic pivot for Wellness Pet. By reframing vitamin as an act of affection and emphasising the shared advantages of wellbeing, the model is positioning itself to resonate with a brand new technology of pet mother and father looking for meals that is each scientifically sound and emotionally rewarding.
