Refreshing packaging to drive incremental growth and expand category reach.
sWheat Scoop is a legacy brand in the natural litter category with nationwide distribution in retailers like Petco, Target, and independent pet stores. Known for its long-standing commitment to sustainability, the brand holds a loyal following but faces increased competition as the category evolves.
Despite having a high-performing new formula, the brand’s packaging for existing SKU’s failed to communicate elevated benefits or justify a premium price point. With growing pressure from both clay and natural competitors, the line extension required a stronger on-shelf presence and clearer performance signaling.
The redesigned packaging system clarified the value proposition through bold performance claims and modernized visual architecture. The success of the Premium+ line extension led to a full portfolio rebrand, helping the brand maintain relevance and competitiveness in a rapidly shifting category.