Whole Hearted by Petco
Repositioning a big box retailer as a health and wellness leader through private label brand development and product innovation.
What if?
Could the country’s largest pet retailer use an owned brand to help transform its position as a health and wellness company?
Results
Together, we built a connected and compelling brand platform that resonated both internally and with customers alike. Beautiful, bold design that features real stories of pets and their pet parents helps the brand stand out on crowded shelves. WholeHearted is a brand that delivers the goodness needed for more joyful moments between pets and their owners (and equally significant business results). Based on the initial success of the brand, we continued to partner with the WholeHearted team to extend the brand across dynamic and relevant new offerings as it takes on a larger presence in-store. Most recently, we partnered with the team once again to build a robust nutritional philosophy behind Whole Hearted called Whole Pet Nutrition, backed by vets and the leading nutritional science. Our work with the executive team during the development of WholeHearted positively influenced Petco’s owned brand strategy, leading to two more owned brand projects—EveryYay and Youly.
What I did:
Executive team alignment
Team facilitation and alignment
Vision formation
Strategy development
Consumer research design and analysis
Brand platform development
Creative direction
Brand architecture strategy
Product naming
Partners:
Packaging design / Garrett Patz, Katie Shultz and Brett Jorgensen
Rendering and photography / Garrett Patz