Petco Leaps and Bounds

High-quality pet toys get tails wagging.

Basket share for Petco’s Leaps & Bounds brand was declining, in large part because customers were unaware of their superior quality. To overcome this, we focused our communications around Petco’s high safety standards and the importance of play in a pet’s holistic health. By establishing high-quality products as an essential element of healthy play, we reestablished Leaps & Bounds as the pack leader of pet toys.


Tough Love

Customers don't know why quality matters when they desire products that look fun.

True Love

The brand name has the potential to establish superiority in a playful way.

Healthy pets are active and expressive, and their personalities shine brightest when they play. Through both design and language, we rebuilt the brand around the idea that a little play every day makes a big difference in your relationship with your four-legged family members.

We followed the success of the dog line redesign by extending into cat and puppy products. We again used language and graphics that articulated the needs of those pets.