Well & Good by Petco



Petco needed its Well & Good brand to be completely reimagined to inspire the consumer interest and sales that this national leader in pet health and wellness deserved. 

But doing so required transforming a brand with bland visual appeal competing in a crowded and competitive market. The demand for that dramatic shift was also complemented by the need to raise consumer awareness about both the brand and the entire health maintenance category it supports.


  • Brand Positioning
  • Creative Strategy
  • Brand Identity
  • Packaging Creative
  • Brand Messaging
  • Packaging Production
  • Brand Book


Our first step was to define a more compelling brand position for Well & Good by doing extensive research into the brand, its competitors and what their demo was asking to see. With a strong understanding of this multi-billion dollar company and its audience, we created the strategy and accompanying tactical plan to revitalize the brand’s position and aesthetic to better serve Petco’s core customers’ needs.

We leaned into the heart of the brand name to promote a call to action for pet owners to “keep their pets well, for good.” That clearly defined health maintenance market position guided the total reorganization of a brand architecture that distinguished five product categories while positioning one as a premium line. 

Visually, color-coding made those classifications clear for consumers, while a clean, bold design supported by key graphics unified the brand to make it stand out from market clutter. A disciplined messaging hierarchy made Well & Good the one brand pet parents can now find on the shelf that makes an immediate announcement of the product use and benefits critical to their pets’ health.

The brand’s reposition by Pulp+Wire resulted in a 15% increase of new customers year over year (Feb. ‘22 vs. ‘23).