My Pet Grocer – Brand Identity & Packaging

Role: Creative Director / Lead Designer
Type: Brand Identity & Packaging
Client: My Pet Grocer
Timeline: 3 months

Challenge / Brief

My Pet Grocer needed a distinctive, playful, and premium identity that appealed to millennial pet owners while standing out in a crowded pet retail market. The challenge was balancing fun and approachability with a sense of trust and quality.

Strategy / Approach

I led the brand research and positioning process, identifying key audience segments and competitor gaps. Our goal was to create a flexible identity system that could scale across packaging, social media, and e-commerce experiences. I developed brand pillars that guided the visual language: approachability, whimsy, and premium quality.

Execution / Design

• Designed the logo, typography, and color system to evoke playfulness without sacrificing sophistication.

• Created a suite of packaging concepts that adapted to multiple product types.

• Developed a library of illustrations and iconography to be used across digital and physical touchpoints.

Outcome / Impact

• Positive customer feedback highlighted the unique, memorable identity.

• Retail partners reported improved product visibility and recognition on shelves.

Key Takeaways / Leadership Notes

• Translated brand strategy into a cohesive, scalable visual identity.

• Positioned the brand as a lifestyle experience, not just a retail product.