Bayer
Pet Supplement Rebranding
/ About the project
For decades, this line of pet-focused nutritional supplements sported a clinical look – traditional of supplement brands – and was sold exclusively through veterinarians. But when Bayer (now Elanco) decided to make a direct-to-consumer push into pet retail and eCommerce outlets, the packaging needed a refresh to compete among other top brands in the space.
Every detail of the packaging system is designed to help consumers purchase with confidence. An issue-driven naming system and color coding help guide consumers to their desired product.
/ Insight
When this brand was vet-exclusive, it borrowed authority from the medical professionals who sold it. The white coat effect gave consumers confidence. Moving to retail meant replacing that borrowed credibility with visual signals that trigger the same trust response.
/ Results
The new consumer-friendly look helped secure placement in 1,500 Petco® stores across the U.S.
The redesign brought new life to existing Amazon product pages and is also proudly displayed on popular pet-focused eCommerce outlets like Chewy and 1800PetMeds.
