Wellness Pet Food’s mission is to provide pet food that “[is] the foundation to a longer and healthier life [and to] craft delicious recipes that use simple, natural ingredients—without any fluff or fillers”. This mission statement became my guidance in rebranding the Wellness cat food line. The issue with the rebrand revolved around how to reflect and showcase the brand’s mission statement while updating the packaging to efficiently organize and present all necessary information to the consumer. The solution was a strong hierarchy and proper placement.

The original type mark in the logo had an odd balance. To fix that, I chose a new typeface in a script. The natural handwritten qualities of the typeface presented an organic element that reflects the brand’s mission. Other design decisions included the appearance of natural paper as the packaging material and a transparent window to show the product. The die-cut window was designed in the shape of a cat to both showcase the product and the type of pet food being sold. The transparency also reflects Wellness Pet Food’s mission to provide a nourishing, wholesome, high-quality food to consumers.