Wellness updated its look, feel, and love of pets while maintaining brand equity.
The problem: Wellness needed help overhauling their current brand strategy to capitalize on their leading place in the market while updating their look and feel to maintain equity while feeling more modern.
The solution: A cleanup of the Wellness logo and a restructuring of the Wellness brand strategy and segmentation to allow for a “master brand” approach in which their many brands and sub-brands are all neatly organized under the Wellness name.
The thinking: Key equities – such as silhouette-style illustrations and tasty color palettes – needed to be protected while the brand became more modern and premium. The brand was injected with a human element using bespoke illustrations of pets and pet parents to emphasize the emotional benefits of feeding Wellness. Establishing an overall look and feel for Complete Health and Core, Wellness’s key wet and dry food brands created a solid foundation. Future innovations launched in new categories were able to build on this brand voice while carving out their own unique selling points, enticing consumers who have come to trust the Wellness name.
The client: Wellness Pet Company
The team: HBX Branding
The skills: Creative Strategy | Branding | Packaging | Portfolio & Product Segmentation | Art Direction | Photography | Illustration | E-Commerce | Digital Activation
