Breaking Away From the Pack(aging)

Willoughby updates a pet care brand with a more emotional look and voice that makes consumers want to sit and stay.


Petlinks developed one of the first dedicated pet care “systems,” created to enhance the people/pet relationship with a foundation of love, sustainability, good health and fun.

But over time, the brand had been overtaken by competitors who had also created their own systems. The previous identity was also generic, corporate and very difficult to find in the highly populated, often overcrowded, pet needs aisle.

It had become a brand in need of a good grooming.

Parent company, Worldwise develops environmentally conscious products that are safe for pets, people and planet. This benefit is still a key differentiator for Petlinks.

Research began by attending the Global Pet Expo to evaluate the Petlinks presence within the competitive space. Extensive competitive audits were conducted to find exactly where Petlinks could find their sweet spot.

Dozens of prototyped packaging solutions were tested with consumers in focus groups and online testing. We vetted every aspect of the package design including existing brand equity, color systems, photography, logos and language.

The Petlinks System package strategy took a drastic departure with more emotional photography and logotype. The new language focuses on educating Pet Parents on how to create a lifelong bond and rewarding relationship with their pet while script typography better supports the premium retailer positioning.

Our consumer research also confirmed the opportunity to come from a place of authority at specialty that is not needed as much at mass. To fulfill this, we launched the Petlinks Panel and added pet care advice to the the packaging story.

The Petlinks System™ was created by a community of vets, pet experts and pet parents to help customers find products to fulfill all of a pet’s needs.

Standing out in the chaos meant assuming authority in meeting the needs of pets but also in refining the packaging for a more upscale, even sophisticated, look that made choosing a pet brand for consumers more like choosing products for their own children.

The line which includes over 300 skus is slowly rolling out across channels. Preliminary sales show that the new package design is selling better than previous packaging.