In 2014, I worked with in-house designer, Brandon Hambright to repurpose Pawluxury’s online eco-pet store to a mass market natural treat and chew brand. We worked closely with Costco to create a bag style which included a hero dog, flavor forward imagery, and a window large enough for the consumer to see what the product looks like. We chose attention grabbing colors while owning the purple space on the sales floor across the brand.

Brandon and I also worked with Costco on stackable PDQs that would be sold to customers directly from the pallet. Along with Costco, we also got into farm and feed stores. Since they did not sell from the pallet, we created a sidekick shipper display with a header card which could be swapped out depending on the product on sale.

Each year, I work with Brandon to create a Pawluxury catalog for the sales representatives to hand out at tradeshows like Global Pet Expo and Superzoo, as well as out in the field.

To promote the Pawluxury Superfood launch, I created this ad for Costco featuring our signature purple packaging and flavor forward imagery.

In 2016, Pawluxury adopted the tagline “Treat Differently.” It spoke to the countless ways owners bond with their dogs. Because of this closer bond, the humanization of pets has become a large trend in the pet industry. So, instead of the rawhide, or biscuits which have sufficed in the past, people treat their dogs differently. They treat them and feed them as they would feed themselves, with care and consideration. In that spirit, I worked with in-house designer, Brandon Hambright, marketing manager Courtney Nichols, and Authentic Digital to create a looping tradeshow video featuring four people from different walks of life who tell us what their dogs mean to them and what makes their bond unique. The video never mentioned Pawluxury directly as it was intended to run in the Pawluxury booth, but it did feature the packaging and the people feeding their dogs Pawluxury product.