A New Kind of Pet Care

Our starting point was the brand identity. We crafted a refreshed design system that better reflected the brand mission, values, and persona. Design elements could easily translate between print and digital.

We carried through the ideas from the brand identity refresh to create a more visually cohesive packaging design system that lead with ingredient stories for 30+ SKUs.

And of course, all of this fed into our site design refresh, which not only applied the new brand guidelines and product imagery, but also improved aspects of UX to optimize the shopping experience for customers.

I collaborated closely with kin+kind’s CEO and Head of Growth to craft a full-funnel marketing plan to tell the world about this innovative brand and its products. We split the plan into the 4 classic phases and delivered creative executions through a process of constant testing and learning.

At the top of our funnel, we introduced our audience to the concept of clean pet care and why they should be seeking it out. We educated them with a cross-channel hero ad on what clean pet care precisely means and how it plays into our brand purpose.

At the next stage of our funnel, a series of targeted social ads dive deeper into educating prospective customers about clean pet care and introduce specific problems and products as the clean solution.

At this critical phase, we crafted very simple, but effective retargeting ads that get our prospects over the line to purchase. The messaging themes from the Conversion phase carry through, but the language is focused on sales. A regular test-and-learn cadence allowed us to constantly iterate imagery and copy to further optimize click through rates.

Ad the deepest level of our funnel, we nurtured loyalty with our customers by providing educational blog posts and emails, as well as hosting high-value contests and livestreams with our in-house vet.