Pet Supplies Plus
Optimal Nutrition For Your Best Friend
BRAND STRATEGY • NAMING • BRAND IDENTITY • PACKAGING
Challenge
Pet Supplies Plus, with more than 675 stores in 41 states, is dedicated to making it easier for its customers to get better products for their pets. They identified a market opportunity to create private-label pet food formulated for specific health and dietary needs to compete in the functional pet food segment. Transparent, nutritious and safe, with purposeful ingredients, this new brand lives in the space occupied by other science-based, high-quality pet food.
Solution
Knowing that some pet parents are seeking premium food that meets their pet’s specific health needs, we immersed ourselves into the category to better understand this audience and how the functional pet food brand language differs from natural and grocery. These insights informed the strategy, name, identity and packaging system.
Result
A complete line of science-based dog and cat food that is nutrition and benefit-focused. The visual and verbal language makes it easy to differentiate according to need and stands out on shelf to people who want the best for their pets. The OptimPlus brand now offers more than 40 different dog and cat food products.
Naming
Science Based. Quality Ingredients.
In contrast to other pet food segments with figurative or fun names, this product name needed to be more purposeful to inspire confidence and trust. We focused on creating a unique and ownable name that communicates the overarching brand promise and intuitively fits within the category.
Design Strategy
Just Look Into Those Eyes
The design of the bags and cans incorporates close-up photography of thriving, healthy pets to connect on an emotional level with pet parents seeking a superior benefit for their pets.
Information Design
A Clear System of Benefits
Flavor and benefits are the primary callouts. Color palettes are darker and more formal with bright diagonals for easy reading. An icon library supports the messaging, targeting the quality ingredients and how they support healthy pets.
