Transforming NutriSource into a Brand Pet Parents Trust.
In the crowded pet food aisle, NutriSource stood at a crossroads. Founded in 1964, the legacy brand knew it needed more than history to connect with today’s pet parents. So NutriSource tasked us with redefining their branding and brand story. The goal? improve awareness, drive consideration, and earn a place in the hearts of pets and their families.
Our key insight and message: What’s inside, matters.
NutriSource embraced the idea of always doing what’s right. These values weren’t just about ingredients—they reflected a deep commitment to the health of pets, the well-being of pet-centric communities, as well as the trust of pet parents.
Focusing on the treats aisle as a gateway, we introduced bold packaging that captured attention and shared its heartfelt purpose: nourishing the bond between humans and pets. This transformation elevated the brand from a quiet legacy player to a trusted name, proving what’s inside truly does matter.
In 2024, the pet category faced increased market saturation and fewer new pet adoptions, while economic pressures led pet parents to trade down to budget brands or delay non-essential purchases. Despite these challenges, NutriSource’s packaging redesign was a standout success, cutting through shifting consumer behavior and market headwinds.
