Fruitables had recently executed a packaging refresh that inspired a VisID overhaul. While the winning package design out-performed the rest, it also didn’t scream “natural ingredients.” To celebrate the winning packaging and address that challenge head on we developed the Sneaky Healthy™ tagline and creative storytelling. The idea? Sure, the packaging looks like it could be candy for dogs. Sure, it tastes even better than the leading biscuit. But they’re actually incredibly healthy. But that’s between us. Let the dogs enjoy as you spoil them healthy with real fruits and vegetables. From there, we developed an STV commercial, Global Pet Expo booth graphics as well as brought their brand dog and cat to life through illustration and animation. All to do the product and the pets who love them…justice.