BRANDING & STRATEGY | PACKAGING | DIGITAL | MARKETING | ART DIRECTION
Natural Balance has been a leader in pet speciality for 30+ years, championing Limited Ingredient recipes for cats and dogs. Under new ownership, Enlisted was tapped to strategically and creatively renovate and relaunch the brand, including new innovations. Over the first 3 years, 300+ SKUs and all consumer touch points have been updated.
A COMPLETE BRAND REFRESH
Our challenge was to craft a clear, integrated story to revive the fatigued brand in a way that, critically, allowed for nuance across sub-brands, and re-established Natural Balance as the leader of the Limited Ingredient category for new and existing consumers.
REWARDS
Rewards bring fun and energy to the brand's treat portfolio, while telling a protein story in a more whimsical way than kibble. The expressive typography, product texture cues, and flavor characters immediately set the tone and personality in an emotional, impulse-driven, competitive product landscape.
ORIGINAL ULTRA
Natural Balance was looking to revive a historic sub-brand, Original Ultra. The goal was to make Ultra more flavorful and exciting, leaning in on abundance. Ultra also needed to feel more accessible to consumers for everyday feeding. Our solution involved a modern aesthetic, drawing the DTC and mass shopper to neighborhood pet. We brought the idea of building your pet's bowl, and your shopping basket, to life with modern flat shapes and color ways that extend effortlessly to product innovation, celebrating a 1-stop brand feeding system.
CLIENT FEEDBACK
"It was a proud moment when we presented an actual positioning for Original Ultra. In addition, the Rewards treats program really came across as cohesive—hitting the target on emotion driven, impulse buying for expandable consumption opportunity. On Cat, like everyone else, they just love the designs—protein-focused, rich in color and texture. Finally, all of the innovation around LI makes it crystal clear that we are not just a participant in this category. We own it! Our multi-dimensional approach across species, protein, and form makes a lot of sense."
John Sturm
Chief Revenue Officer, Natural Balance