Company: A line of pet care products: named initially as a supplement company “Pet-Labs”—had aspirations to be at the forefront of brands responding to a new pet parent mindset. 98pt6 was asked to help create this brand, from strategy to packaging to product innovation, from the ground up.

Solution: The new pet parent doesn’t so much “own” their pets as live side by side with them. Living with a pet is a life choice. “Pet Life” was the strategy and animating manifesto. Happily, it also made sense of the name!


Brand Strategy, Target Insight, Logo Design, Pack Design, Copy-writing, Illustration