Creating a standout pet wellness brand in a crowded supplement category.
Encompass Pet Group wanted to deepen its presence in the everyday pet wellness space. Their strategy was to launch a new sub-brand that could meet consumer demand for functional supplements with natural ingredients without falling into niche territory.
WildPaw was developed as a line of condition-specific, hemp-based pet supplements designed to support real needs in a category crowded with vague wellness promises. But the initial packaging leaned too heavily on hemp-first messaging, lacked emotional appeal, and had no consistent structure across the product line—limiting its potential in mainstream retail.
Encompass partnered with SmashBrand to evolve WildPaw from a functional concept into a shelf-ready brand. Through our integrated process of strategy, design, and testing, we created a consumer-friendly identity built around purchase drivers that matter most to pet parents. The final packaging system improved shelf presence, strengthened brand trust, and increased purchase conversion across retail environments.