Kindfull is an owned brand by Target improving the lives of pets, their families, and hopefully the Earth, too
In 2021, the pets team began planning Kindfull’s expansion beyond food and treats, which would see the brand identity come to life in new ways.
“Wave two” introduces supplements and grooming solutions to the brand, its first bottles and containers.
The brand’s mood board shows; simple, silly illustrations; saturated colors; and a hint of natural materials.
The product design team drew inspiration from geometric sculptures and ceramics.
We researched pet brands, trends, learned about pets’ (and their people’s) behaviors, and sketched and sketched.
The team visualized the more promising ideas and developed those into 5 concept families for testing
2,500 families with pets looked at our concept families and gave us their thoughts
Our teams looked closely at how pet families described the concepts compared to Kindfull’s brand intent:
healthy, natural, simple
The product team wanted to create containers that would be described as straightforward, fun, and modern
While the pets team moved forward with stock packaging, we explored ways that future custom bottles might be visualized
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Thanks for scrolling and learning more about the work behind Kindfull, only at Target