Vet Approved & Pet-Approved Rebrand

Greenies™

Brand Architecture | Identity | Packaging

Greenies sought a more modern visual identity to expand beyond their well-known dental treats and stand out in a market where natural products often felt bland and sterile.

We created flexible and robust brand assets and guidelines to inform various packaging efforts, assets, and future product innovations. At the core of the brand is The Greenies Groove, which brings the brand's iconic groove shape to life through strong visual language, elevating and unifying the overall brand impression. A family of playful, peeking pets was introduced to foster an emotional connection in a distinctly Greenies way. The brand combines joy, premium quality, and a natural identity, supporting Greenies' growth and expansion.