Our team at Envoy helped Petco develop the brand platform for WholeHearted, their own new-to-world and better-for-pets natural line of food products. With a successful launch we’ve continued to partner with them and build additional offerings under the WholeHearted umbrella. As part of the original design team that created the core WholeHearted brand identity, I’ve led the design of two additional sub-brands, each with their own niche benefits to communicate—Healthy Benefits and Small Breed.
With WholeHearted’s targeted line of solution-oriented foods, their commitment to candid moments and inherent playful attitude that brings such joy and vibrancy to the brand needed to be balanced into this more serious space. We implemented a new color strategy with the Healthy Benefits line to balance medicinal semiotics and the natural space within this playful brand. The use of metallic silver and white make a strong connection to healing, while the bold colors and imagery of quiet moments between pets and pet parents bring the vibrancy and life that is prevalent in the core WholeHearted line.
As WholeHearted continues to expand, their Small Breed line needed to stand out from the core line and celebrate the smallest pets. Sitting close-in to the core brand, Small Breed is elevated with details of hand drawn elements, illustrated benefit icons, and an expanded heart-nose icon. Imagery of moments between pets and their parents in-studio tie the line to the core brand while continuing to differentiate.
