A winning launch into a brand new category

With a user-centered philosophy and agile design tactics, our innovation team brought plant-based jerky to dogs around the country.

With a user-centered philosophy and agile design tactics, our innovation team brought plant-based jerky to dogs around the country.

Overview

The Trailblazers innovation team at Clif Bar was given a heady assignment: to expand the Clif brand beyond humans and into an emerging market for pets. Our small but mighty cross-functional team followed the orders with gusto, diving deep into consumer profiles and research. With time, we found a breakthrough product offering that could fit within Clif's existing brand equity: dog treats.


Once we were given a pat on the head and been told 'good boy', it was off to the races to develop the idea into a feasible product in the shortest time possible.

Approach

As the creative lead, I was responsible for all the visual manifestions of the Clif Pet brand. From the ingredient photography to the precise shade of yellow to the printed substrate of our packaging, I developed a distinct visual identity that would nonetheless thrive within an existing Clif family of design.


Through iteration, intution and lots of user testing, we came upon a design language that spoke to pet parents and their furry friends. Within 6 months, our product was placed in PetCo stores all across the country, and had recieved rave reviews.

User-First Design Thinking

We conducted intensive qualitative and quantitative research with our potential users and white space in the market. Thoughtful communication with leadership led to a green light to expand the Clif brand.

70%+

Dog parents reported a 70% increase in interest for plant-based Jerky when made by the CLIF Pet brand. Our innovation also increased favorability back to the Clif brand at large.

Dog parents reported a 70% increase in interest for plant-based Jerky when made by the CLIF Pet brand. Our innovation also increased favorability back to the Clif brand at large.

Here's how I helped


Ingredient Photography

Showcase our product with beauty

Package Design

Help entice a consumer to try

Printing Mechanicals

Work hand-in-glove with print shops

Message Development

Key copywriting message pillars developed

A+ DTC Assets

Create a full suite of lifestyle images

Build and Connect

Support the new brand across social media

$2m+

Through an exclusive parnership with Petco, Clif Pet launched and gained over $2 million in revenue in less than a year

Through an exclusive parnership with Petco, Clif Pet launched and gained over $2 million in revenue in less than a year

Brand Mission:


We help pets and their parents bond through life's adventures

"It’s nice to see a human brand lean into to pet goods. Makes me trust the ingredients more than normal dog food treats. I like that the treat ingredients are simple and easy to understand. Definitely left a positive impression of the brand."

Mayra F. 

She/Her | 39 | Apopka, FL

“I had a positive interaction with the clif brand because I usually only think of them in relation of clif bars which after years of hiking kind of seem bland to me.  This reinvigorated my interest in a brand that I have mostly ignored in recently" 

Chris L. 

He/him | 31 | Morrisville, NC