Tails Are Wagging For Native Pet's New Packaging Refresh From CAVU

Sometimes, when I'm wrapped up in all the stressors of existing as an adult human, I wonder, forlornly, what life would be like if I were a domesticated dog. Imagine the leisurely mid-day naps, the lack of laundry, and the ability to bark at anything that annoys me. But, if you can't be someone else's pet, you might as well give yours the most healthy, spoiled, extraordinary life it so obviously deserves. 

Native Pet is a pet nutrition and supplement brand, and they recently refreshed their visual identity and packaging. The brand turned to Uncommon, the in-house creative agency of CAVU Consumer Partners, to refresh its brand. The result visually represents a pet's easygoing, upbeat lifestyle in all its glory.

“After months of competitive audits and looking at the category as a whole, we found that legacy brands were either too sterile or too cluttered. In defiance, emerging challenger brands were creating on-trend packaging with tons of style,” shares Stevie Clements, chief brand architect at CAVU Consumer Partners. “However, none of the products were differentiated, and neither captured the most important part: the emotion that makes pet ownership so special."

CAVU discovered that GenZs and younger Millennials make up the largest segment of pet owners in the US, and they built the branding system with that statistic at its core. Therefore, the wellness-oriented digital audience drove the design, creating a packaging system that balances a reliable undertone with a lively aesthetic. 

"We mixed science-white foundations with bold, energetic colors to capture the happiness and vibrancy of our furry friends. We chose a tiered typography approach to thread the line between being playful and trustworthy, as it was crucial for us to be a voice of authority but, at the same time, totally relatable," remarks Clements. "Finally, we chose super fun, product-specific illustrations as our hero visual language so that consumers would feel all the feels and immediately know the why behind each supplement." 

The overall packaging system allows the brand to stand out as a premium pet care category leader. Yet, the illustrations and visuals highlight all the fun, wild, cute, and crazy moments that being a loving pet owner entails while balancing a trustworthy, approachable packaging system.