Design that communicates a holistic approach to pet care

When Absorption Corp asked our team to create its new consumer-facing brand and product identity for Healthy Pet, it meant finding a creative direction that was as fresh and differentiated as the brand’s vision for pet care.

With a mission to deliver high-quality products made from reclaimed materials, Absorption Corp was looking to a competitive advantage in the consumer pet care market by developing a unique and ownable brand name and identity. The goal was to align on a direction that conveyed an all-encompassing approach to pet care, where a pet’s physical, emotional and ecological well-being are balanced and enhanced.

Based on a series of visual territories and naming exercises that explored different paths forward for the new brand, the name Healthy Pet was chosen, along with a dynamic brand expression that is defined by a new and uniquely comprehensive approach to pet products. This approach is built on three fundamental elements: Active, Happy and Natural.

To best reflect the personality of the brand and the innovative features of the products, we first created a logo that combines the upbeat and dynamic personality traits of the feline icon with a distinct and contemporary wordmark.

From there, we helped create a series of consumer-facing sub-brands for Healthy Pet, including Okocat and reimagining the Care Fresh and CritterCare small-animal bedding brands. For each sub-brand, we needed to take into account the sensibilities of different species pet parents, and create packaging, merchandising and marketing collateral that was both relevant and recognizable.

The creation of Healthy Pet and reimagination of it’s pet specific sub-brands has helped transform the Absorption Corp business and positioned them as a leader in the pet category.

With Carefresh and CritterCare currently ranked #2 and #9 respectively amongst small animal bedding brands in North America, and Okocat as #3 in the All Natural Cat Litter category, the Healthy Pet brands have seen sustained success and continued popularity among consumers, all while staying true to the design and visual identity that our team originally created.