

Fueling the Carnivore Within
With continued double digit growth in the grain-free pet food category, Wellness looked to enter the market with its super premium offering – CORE. Positioned as a high-protein ancestral brand, CORE would offer pets a protein-packed, nutrient-dense diet, free from grains and animal by-products.
We built a dark, rich brand architecture, brought to life through subtle textures and elegant foil details. The simple and clean graphics reinforced the primitive, meat-centric messaging.
CORE continues to differentiate from competitors with innovative wet and dry food, and treat offerings for cats and dogs. In 2016, we transformed 180+ CORE SKUs to include 16 languages for launch in the European marketplace.
PROJECT SCOPE

Brand Development

Naming

Brand Identity

Packaging Design

Global Package Solutions

Photography & Illustrations

Seasonal & Limited Time Offerings

Production Management


Point of Sale


Inspired by the storytelling and detailed designs of Maori tattoos, a highly intricate and spiral motif was created for the CORE brand. Woven throughout every package, the pattern tells the story of the ancestral history of cats and dogs.
After years of product line expansions, the brand needed to re-align its central messaging and image. We underwent a portfolio review of the brand, leading to an evolutionary packaging redesign to rebuild a cohesive brand image to brand block at shelf.




Catherine McCarthy
Sr. Director, Global Insights & Innovation, WellPet
