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.
HEALTH PROTECTION
Recipes developed with veterinarian and pet nutrition experts to provide your dog with complete and balanced nutrition that supports whole-body health and digestive wellness. Our goal was to clearly communicate the two core benefits of Health Protection, ensuring consumers grasp the product's value instantly. Additionally, we aimed to strike a balance between the nutritional science behind the product and the emotions behind the protection that we want to provide for our dogs
SPECIALIZED NUTRITION
Targeted health support formulas with real food ingredients that are rich in nutrient. Backed by science with precise formulations.
ULTRA PROTEIN
Ultra Protein was formulated for cat pet parents, by cat pet parents to maximize protein, taste and nutrition for even the pickiest eaters. Each delicious bite is made with protein-rich organs to give your cat the energy and taste that they crave.
PLATEFULLS
Original Ultra has been positioned to be more flavorful and exciting, leaning in on abundance. The Platefulls sub-brand elevates this everyday feeding philosophy with nutritious and flavorful solutions like with our morsels-in-gravy for cats.
