Sustainably Yours

Bringing a new product to market and launching a new packaging design

Value Proposition

Packaging Design

Market activation

  • Petfive Brands has developed a new, revolutionary health tracking technology to bolster its product offering and radically elevate the cat litter category — setting a new standard for both performance and sustainability in the market. With this new technology, the brand is now looking to define the unique value proposition and packaging design for this innovation, presenting it to consumers, veterinarians, and retailers under a light that is uniquely positioned, and as differentiated as its patented technology.


  • Coordinating with the brand’s marketing, c-suite, R&D, and legal teams, we addressed the brief with two parallel phases to address both the value proposition, and packaging design to enable Petfive to launch digitally, directly, and across retailers. 

  • Currently in the legal process of validating claims and technology, Petfive is set to launch in fall of 2025 and poised to significantly disrupt the health monitoring market. 

The images below illustrate some of the project deliverables. Certain details have been redacted or covered to protect client confidentiality.

01 BUILDING A VALUE PROPOSITION FROM THE GROUND UP


After completing an immersion and discovery phase, we uncovered key insights to position the brand in a crowded market and establish it as category leader. We then crafted a clear business definition, developed a compelling north star vision, and wrote the primary claims + RTBs, which moved into consumer testing and validation. 


03 DEVELOPING SELL-IN ASSETS


Supporting a light and agile GTM launch, we supported the marketing and sales team by developing a bespoke retail sales pitch to sell into key retailers (Petco, PetSmart, Walmart) and tied updated product assets to support consumer channel touchpoints.



02 DESIGNING PACKAGING FOR NEW AND CURRENT BUYERS


In the next phase, using the momentum from new strategy, we developed the packaging and updated the brand and digital experience via designed wireframes to match the pace and energy of the new value proposition.