What if?

Could Petco create an owned brand that crossed categories to house all of their essential pet products that rose above essentials?

Results

Working with our partners at Alternate Routes we uncovered consumer insights that allowed us to understand pet essentials (you know—the dog bowls, pee pads and harnesses) as far more than essentials. Together with the Petco team leadership team, we framed a vision that elevated pet essentials as facilitators of positive and meaningful moments between pets and pet parents. From there the EveryYay brand was born. From brand strategy, to naming, to philosophy and final design, we brought EveryYay to life from initial idea through to products on shelf.

See Snoop Dogg’s EveryYay pick →

What I did:

• Executive team alignment 

• Team facilitation and alignment

• Vision formation

• Consumer research design and analysis 

• Brand platform development

• Creative direction

• Brand architecture strategy 

• Product naming 

Partners:

• Packaging design / Katie Shultz

• Illustration / Tiffany Beucher

• Research / Alternate Routes

• Work done at Bulldog Drummond