The heritage pet food brand unveils a vibrant new look and heartfelt creative celebrating the bond between pets and their people.
Wellness Pet Company is putting wellbeing at the heart of the pet food aisle with Feed Well. Be Well., a fresh new brand identity and nationwide campaign created with Boston-based agency Colossus.
Rooted in the simple idea that “love makes us whole”, the work repositions the century-old brand around the shared wellbeing of pets and their parents, and how something as everyday as mealtime is a powerful act of love. With over 100 years of heritage in premium pet food and treats, Wellness Pet is entering what it calls an “exciting new era,” celebrating the joy pets bring to our lives and the responsibility owners feel to give them the best nutrition in return.
The new creative captures that emotional connection in all its forms, from the silly (cat birthday parties and matching pyjamas) to the deeply meaningful. The underlying message is that when pets thrive, so do their people – physically, emotionally and socially.
“We set out to create a campaign that captures the heart of the pet parent bond,” says Wellness Pet Company CMO Allison Giorgio. “From matching pyjamas to birthday parties, every pet parent has their own way of showing love, but the best way our pets feel love is through what we feed them.
“Feed Well. Be Well. is more than a campaign; it brings to life our belief that wellbeing is mutual and feeding well is one of the most powerful ways to care. Our goal is to make that experience joyful and stress-free so pet parents can feel confident in their choices and focus on what really matters: more happy, healthy moments together.”
Launched across broadcast, digital, social, e-commerce and point-of-sale, Feed Well. Be Well. is Wellness Pet’s boldest creative push to date. The campaign brims with light-hearted moments, like pet spa days and bedazzled food bowls, yet beneath the humour lies a serious purpose: to champion high-quality, science-backed nutrition as the foundation for pets’ and people’s wellbeing alike.
Colossus’ task was to strike a delicate balance between playful storytelling and trusted authority. “Our team wanted to ensure that we walked the line between quirk and credibility,” says Travis Robertson, executive creative director at Colossus. “Capturing the precocious nature of pets, while maintaining the authority of a company that makes a really high-quality product.”
That duality is baked into the refreshed brand identity. The new colour palette retains Wellness Pet’s signature purple but injects new life with a saturated mix of greens, pinks, blues and yellow, which was a deliberate departure from the muted browns and tans typical of holistic pet food brands.
“If you’ve ever seen a happy cat make biscuits or a joyful dog chase their own tail, then you’ll identify with this sentiment,” says Robertson. “Colour behaves in a very similar way. It’s visceral and emotive.”
Typography also plays a key role in the update. Sundry, a characterful typeface designed by J Foundry and inspired by early 20th-century grotesques, leads as the display and headline font.
Its bouncy curves and quirky details strike a warm, approachable tone while maintaining clarity and structure, complemented by Inter for body copy. The visual system is rounded out by a new geometric language derived from the brand’s existing sun logo, bringing cohesion and flexibility across touchpoints.
Photography, too, has been refreshed with a warmer, more authentic feel. The new brand library was shot by Winnie Au, known for Cone of Shame, her playful photo series of dogs in high-fashion post-surgery cones, adding an extra layer of personality and charm.
While Feed Well. Be Well. is packed with cheerful, heartwarming details, and it also marks a strategic pivot for Wellness Pet. By reframing nutrition as an act of love and emphasising the shared benefits of wellbeing, the brand is positioning itself to resonate with a new generation of pet parents seeking food that’s both scientifically sound and emotionally rewarding.
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