Petco was challenged by uninformed customers purchasing cheap pet toys from bargain bins. They were losing share to inferior products. Periscope was approached to help rebrand the Leaps & Bounds line and communicate the rigorous standards Petco subscribes to.
In close partnership with Petco, Periscope engaged a spectrum of pet toy buyers to understand how Leaps & Bounds needed to reintroduce itself. Informed by this consumer perspective and the goals of the brand, Periscope set out redesigning the brand to capture the impressive quality and fun-tastic energy of pet play. With simple modern silhouettes the packaging expresses our pets readiness to play. The bright modular grid helps ground the look and scales to a range of packaging structures. The addition of a “tough-o-meter” and a bolder secondary hangtag system highlight the considerations made when building a better toy.
Product names, like “chomp & chew” and “seek & swat”, help shoppers navigate the toy aisle by how your pet instinctively interacts with a product. The refreshed Leaps & Bounds is a more playful expression of the brand’s goal to help our pets physical and mental alertness.