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deliverables Brand Creative // Packaging


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EllePet was designed to be the B2C, consumer-ready, big-box pet store little sister of the B2B veterinarian acclaimed ElleVet brand. The goal was to be younger, fresher, more fun and elevate the brand in a playful way that spoke to consumers on the shelf and in the aisle of big box stores like PetCo.

Pulp+Wire dove in focusing on colors not always found in the pet space, but found in beauty. Soft pastels mixed with a brand unifying deep purple speaks to a more female-minded buyer, while the playful mix of real dog imagery mixed with illustrations engages the consumer. The goal was to elevate the pet space, bring some fun and light into a traditionally photo-centric and dark packaging landscape and meet the consumer where they are in their everyday life. A cross-section of CBD pet wellness, occasion usage and look speaks to the target audience, beyond the walls of the pet store.


A playful design that marries your favorite lifestyle brands and brings them to the pet space in an effective and easy-to-shop manner. Due in part to its creative execution and brand position in the Pet CBD space, in 2021 EllePet was awarded the Best new product award for 2021 from Pet Business “We are the only product available to retailers that has science behind the product, has CBDA, and doesn’t source from bulk manufacturers,” says Amanda Howland, Co-founder and COO EllePet/ElleVet  “We are filling a much-needed niche by providing a proven, science-backed product in the retail space. Between the clear quality of the product, which is evident from the first look at the packaging to the clinical trial results, we expect the ellePet line to become the only choice for retailers across the country.”

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