Pet Lab Co.
OVERVIEW
PetLab Co. is one of the fastest-growing pet wellness brands, offering supplements, dental care, grooming, and health products for dogs. As its portfolio expanded, so did the complexity — across packaging formats, product categories, and order fulfillment. Prime Strategy was brought in early to lay the strategic groundwork for an entirely new shipper system, one that could bring order to that complexity and set the brand up for continued growth.
WHAT WE DID
Competitive Audit
Packaging System Strategy
Before exploring any structural or graphic directions, we got under the skin of the brand — conducting key stakeholder interviews, analyzing the competitive landscape, defining PetLab's brand personality, and identifying current operational issues.
From there we took a close look at the existing packaging, identifying the logistical pain points and inefficiencies creating challenges across the product lineup — shippers that was damage-prone in transit, lack of on-pack messaging and instructions, and how to differentiate between an initial customer experience and repeat orders — and provided recommendations to address each.
A key part of our input was analyzing order patterns across the full range of products and bundle configurations to determine how much the system could be consolidated — testing potential orders against box sizes to land on a simplified system of just three boxes, paired with a flexible set of insert options that could adapt to accommodate every SKU and configuration.
The goal was to give the brand a system built with intention — one that could flex and grow alongside every new product launch and expansion still to come.
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