The identity was designed as a word mark that could work across scales, applications and surfaces. Since the name was unique, we wanted the identity to be as transparent as possible to allow the core idea to shine through. The packaging design takes cues from Pharma packaging but infused it with freshness & joy. Our original approach was to work with structures that would allow the product inside to be visible but because of challenges of working with small batch production, we settled in on opaque structures. The labels were designed to stand out on the shelves and also contain adequate information about the 100% natural ingredients and their effectiveness. One of the key challenges we faced was the imagery on the pack. Most brands suffered from fatigue due to similar approaches in illustration and imagery. We worked with kids through an online challenge - the theme: what makes your pet special. The result were a series of illustrations that captured the joy that a pet brings to the family and that helped immensely in bringing a unique character to the packaging design.