The Challenge

It’s no secret how passionate pet parents are about the animals in their life. But they’re faced with an overwhelming amount of options when choosing a pet food; none of which really captures the special bond with their pets. How could we bring together an ingredient story with a compelling emotional message?

The Story

First, we really got to know pet parents and found that at their core, they are generous souls who want the best for all animals. This is how Good Natured was born. We built the brand from the ground up, collaboratively crafting a brand positioning and identity that put an altruistic, charitable promise at the heart of our story.

Key Capabilities

Trends & Insights, Naming & Verbal Identity, Brand Identity & Design

The Result

Good Natured offers pet parents the reassurance of wholesome nutrition they can feel good about together with the benefit of sharing a meal with an area shelter pet. And with a holistic, consistent and approachable brand experience — from packaging to in-store to digital presence — it's a brand pet parents can love.


In-store and online brand store shopping


Creation of all aisle assets

Next Case Study