In 2018, Tom Arrix founded pet food brand Get Joy after his golden retriever, Cooper, was diagnosed with lymphoma. Arrix sought to learn more about dog health out of his love for Cooper, and in the process, became educated on canine nutrition. He started Get Joy as a way to share that knowledge with others.

Recently, Get Joy went to design studio The Working Assembly to update its brand identity. Working Assembly delivered a refreshed visual identity, updated packaging, revised website, and a new brand system.