Beastie
A Brand That Refuses to Sit, Stay, or Blend In
The Challenge
In pet care, brand identity and packaging design tend toward the safe and sentimental — predictable shelf cues that fail to stand out. As an emerging brand, Beastie needed more than functional claims to break through. It required a distinct brand identity, strategic positioning, and packaging design system capable of resonating with a younger, design-savvy audience who see their dogs as family. The opportunity was to create a brand that felt culturally relevant and premium, while communicating innovation in a space not known for modernity.
Our Approach
Grounded in consumer insights, we built Beastie around a simple idea: we’re all “dog people.” From there, we developed a brand strategy and identity designed to be as disruptive as the product itself. Drawing inspiration from a bold, ’90s-influenced visual world, we created a distinctive brand expression that felt playful, confident, and unapologetically modern. The packaging system balanced strong shelf impact with clear communication of the waterless benefit, ensuring the product’s innovation was instantly understood.
The Impact
Beastie entered the market positioned not just as a functional solution, but as a cultural statement for devoted, style-conscious dog owners, setting a new tone within the pet care aisle.
More Work
MARS Excel
Packaging Design · Consumer Research · Design System
A Gen Z-targeted redesign for MARS — 40 SKUs, bilingual compliance, and a scalable design system.
RXBAR Layers
Packaging Design · Design Architecture · Brand Identity · Packaging Prototypes
A brand extension that retained iconic equity while slimming the silhouette for a new indulgent line.
