Furtify.
Brand creation.

While pets may love smelly supplements, administering them isn’t very pleasant for their owners. Furtify launched their line of vegan, sweet-smelling supplements so keeping pets healthy could be a positive experience. But successful entry to the rapidly growing petcare category within a heavily saturated DTC market requires the ideal balance of communicating efficacy and emotion… while emphasizing a true point of differentiation.

Conveying an aroma-forward, natural experience through a bold color palette and vivid product photography creates distinction within a category dominated by overtly medicinal cues. The adjacent scaling geometric pattern communicates strength, while a rounded, humanistic sans serif adds approachability. An empathetic, emotive narrative threads through all touchpoints as the brand extends into the digital world, reassuring anxious pet parents during an arduous consumer journey.