Fastest-growing pet supplement brand in the U.S. Sources: Business Insider, Zesty Paws

Zesty Paws 360 Brand Strategy

Challenge

  • Reposition DTC brand for growth and category expansion including brick and mortar retail.
  • Complex sell requiring expertise and friendliness.
  • National Animal Supplement Council (NASC) regulations constrict the brand’s ability to connect emotionally with consumers.
  • DTC packaging system non-compliant with retail.

Goal

Transform a line of DTC dog supplements into lifestyle brand for pet parents.

Insights

In order to reach their goals of becoming a category leader in the pet parent lifestyle Zesty Paws would need to reach key audiences.

Baby-boomer and Gen X households spend more than 70% of the pet care market in America.

Strategy

  • Connect the joy of pet parenthood with a wellness-oriented lifestyle through powerfully playful and well-informed tone and voice.
  • Create a differentiated and ownable brand strategy and identity that’s rooted in analysis, insights, and trends.
  • Future-proof the packaging system to allow for innovation and regulatory.

Tagline

Keep Your Bestie Feeling Zesty

Results

  • #1 Best-selling selling pet supplements brand online.
  • Successful national roll out to PetSmart, Walmart, and Target.
  • Fastest-growing pet supplement brand in the U.S.
    (sources Business Insider, Zesty Paws)

Scope of Work

  • Audits & Analysis
  • Audience Insights
  • Research & Insights
  • Trend Analysis
  • Brand Positioning
  • Visual Strategy
  • Packaging Design
  • Branded Ecosystem
  • Sales Collateral
  • Photography Guidelines
  • Brand Playbook

We helped Zesty Paws evolve their DTC strategy to lead the pack in omnichannel pet supplements. What’s your brand’s growth challenge?

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