When a global leader in personal care products for humans decides to “ruff up” the competition in pet care it’s time to make some gut-sy and noi-sy choices with branding, identity and packaging.

The use of ‘sy’ in each of the PetScaped product names and lively text treatments combine into a memorable brand structure that extends across the entire product line. With Poopsy Bags’ identity, illustrations of an excitable dog and a somewhat reluctant cat add a charming likability to the packaging. Designed with messaging and branding to stand out from the uninspired and cookie-cutter options on the shelf. No oopsy indeed.

For their flagship product, plant-based “compostable” Poopsy Bags for pet waste, the content is heavy with legal jargon. For consumers reading this is no fun, so I came up with ways to simplify and visualize the messages. Partnering with legal, we reduced the amount of messaging to minimalist perfection. Fewer words equal increased consumer clarity and a higher likelihood of engagement.