Project Overview
In 2024, dollar sales of fresh dog food increased by 30% in the U.S., signaling a projected 21.2% category growth rate over the following 5 years. That’s 19 points higher than the growth rate of the larger dog food category. Because JustFoodForDogs has been at the forefront of the fresh pet food movement since 2010, and with their PetSmart expansion partnership, they ramped up competition with their cleanest, most convenient product yet: a shelf-stable nutritionally-balanced meal comprised of just 5 whole, human-grade ingredients.
As Creative Director, I helped this product go to market with:
Product research and category analysis
Product naming and copywriting
Brand identity development
Package design
Consumer testing
Proficiencies
Product name development
Brand identity exploration
Package design and production
Copywriting support
Photography direction & retouching
Consumer testing
RETAIL PARTNERSHIP
Expanded to 900+ PetSmart locations
The launch of JustFresh enabled a nationwide retail expansion, increasing awareness of fresh dog food options and access to JustFoodForDogs.
SALES IMPACT
#7 best seller in category on Amazon
Out of 50 shelf-stable dog food pouch products, JustFresh places 7th and continues to climb with consumer awareness.
CUSTOMER FEEDBACK
Thousands of 5-star reviews
Just 5 months after market launch, more than 70% of over 5,000 verified customers cross-channel gave JustFresh 5 stars.
Design Exploration
