Looking to get a piece of the $31B pet supply business Target wanted to reach the pet-focused, value-oriented mom with a new store brand. The focus of the brand was the ‘good enough’ pet owner. Research described her as someone who loves their pets and wants the best for them, but her human family comes first. The project included brand promise Loving Your Pet from Head to Tail, brand identity, a complete packaging system, style guide and lifestyle photography used throughout the launch, collateral and instore Boots & Barkley shop.
