Role: Designer (Brand, UI), Creative Strategist, Illustrator, Copywriter

Creative Partners:
Creative Direction: Andy Thayer, Elise Mayton

The Brand

NPIC is a premium pet brand that specializes in healthy, all-natural treats for dogs, cats, and ferrets. They offer a wide variety of products, but their primary focus is bones, puppy teething treats, dental products, and soft treats for dogs and cats.

The Problem

NPIC is a parent brand for two “sub-brands” — N-Bone and Get Naked. While both sub-brands have loyal audiences, it has been challenging for NPIC to maintain a cohesive visual language to contain and connect their parent brand and sub-brands.

NPIC has also struggled in the past with identifying its target audience and developing creative strategies to speak to that audience’s motivators and pain points.

The Solution

We refined NPIC’s visual language by doing a deep dive into the current design standards and messaging of the brand and identifying areas of improvement. We then leveraged user insights from their website, digital, and social analytics to create a clear picture of their target audience and specific audience segments.

From there, we developed moodboards, explored new typefaces (to be used across both brands), expanded their color palette, created new photography and illustration assets, created new packaging designs, and built deliverables across multiple touchpoints using these new standards.

The result is a friendly, polished brand that understands its target audience, has clear messaging, values, and goals, and maintains a clear, cohesive visual language across all channels.