Bryan patrick Todd · Creative Direction
Animal Love · Case Study
Animal Love
Overview
Overview
Animal Love launched into retail as a new, better-for-your-dog pet food brand featuring heart-shaped kibble crafted with premium ingredients for all life stages. Serving as Executive Creative Director, I personally designed the brand identity and primary packaging systems. I then led our in-house creative team through a nationwide launch rollout across print, digital, and social channels, debuting on shelves at Target stores nationwide and on Chewy.com.
Animal Love launched into retail as a new, better-for-your-dog pet food brand featuring heart-shaped kibble crafted with premium ingredients for all life stages. Serving as Executive Creative Director, I personally designed the brand identity and primary packaging systems. I then led our in-house creative team through a nationwide launch rollout across print, digital, and social channels, debuting on shelves at Target stores nationwide and on Chewy.com.
The Challenge
The Challenge
The pet food category is heavily crowded with traditional, utilitarian legacy brands. Animal Love needed a fresh, modern aesthetic that would immediately disrupt the shelf and convey superior ingredient quality. The design challenge was to create a brand identity that felt refined and elevated without coming across as elite or inaccessible, while establishing a clear visual system for consumers to easily navigate different recipes and life stages.
The pet food category is heavily crowded with traditional, utilitarian legacy brands. Animal Love needed a fresh, modern aesthetic that would immediately disrupt the shelf and convey superior ingredient quality. The design challenge was to create a brand identity that felt refined and elevated without coming across as elite or inaccessible, while establishing a clear visual system for consumers to easily navigate different recipes and life stages.
The Approach
The Approach
I personally authored the core identity and packaging design, anchoring the visual strategy around genuine emotional connection, before directing our team through full deployment:
Brand Identity & Packaging Design / Developed a fun, memorable logo built around the deep bond between pets and their owners. I created a refined packaging architecture featuring a distinct color-coding system and custom illustrations for seamless flavor identification on-shelf.
Retail & Print Production / Partnered with our print production specialists to refine bag finishes, color accuracy, and structural callouts, ensuring high-impact presentation across Target endcaps and retail displays.
Digital & Social Rollout / Directed our CG, motion graphics, and digital teams to produce custom web assets, e-commerce imagery for Chewy.com, and dynamic launch campaigns across social channels.
I personally authored the core identity and packaging design, anchoring the visual strategy around genuine emotional connection, before directing our team through full deployment:
Brand Identity & Packaging Design / Developed a fun, memorable logo built around the deep bond between pets and their owners. I created a refined packaging architecture featuring a distinct color-coding system and custom illustrations for seamless flavor identification on-shelf.
Retail & Print Production / Partnered with our print production specialists to refine bag finishes, color accuracy, and structural callouts, ensuring high-impact presentation across Target endcaps and retail displays.
Digital & Social Rollout / Directed our CG, motion graphics, and digital teams to produce custom web assets, e-commerce imagery for Chewy.com, and dynamic launch campaigns across social channels.
The Result
The Result
Animal Love successfully established a category-disrupting presence with a fresh, modern take on pet food design. By pairing an approachable, heart-centric visual identity with functional flavor navigation, the brand made an immediate impact at major retail—delivering an elevated, standout brand experience both on physical shelves and across digital storefronts.
Animal Love successfully established a category-disrupting presence with a fresh, modern take on pet food design. By pairing an approachable, heart-centric visual identity with functional flavor navigation, the brand made an immediate impact at major retail—delivering an elevated, standout brand experience both on physical shelves and across digital storefronts.
My role
Executive Creative Director
Direct Execution / Brand Identity, Logo Design, Packaging System & Flavor Color Architecture
Creative Direction / Print Production Oversight, E-Commerce Assets (Chewy.com), Target Retail Displays, Social Launch Campaign
My role
Executive Creative Director
Direct Execution / Brand Identity, Logo Design, Packaging System & Flavor Color Architecture
Creative Direction / Print Production Oversight, E-Commerce Assets (Chewy.com), Target Retail Displays, Social Launch Campaign
CREDIT
Congo Creative Studio