The look and feel of New Pet was inspired by a party celebration, invoking the joy of confetti surrounding pets. This was supported by using scattered dots as well as various lockups for specific animal needs beneath the New Pet banner.
As a team, we sourced animal talent and built a set by cutting out hundreds of circles and hanging from fishing lines to give the illusion of falling confetti. A hand-crafted visual experience added to the charm and organic nature of the images.
After the toolkit was built I led the development of the in-store visual display by creating a "shop-in-shop" of the New Pet experience in the main drive aisle of stores.
In-store execution of signage.
