PetSmart·2023

Wiggles & Wags Bakery

Brand creation, artisan packaging, and in-store merchandising display systems for PetSmart's gourmet dog bakery line.

Client

PetSmart

Year

2023

Retail & Merchandising

Displays, packaging, and endcaps that get noticed on a crowded shelf.

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Creative Role

Created the bakery sub-brand identity, custom kraft packaging line, window treat pouches, bakery cart merchandising displays, chalkboard-style price headers, and seasonal flavor tags.

Challenge & Focus

PetSmart wanted to capture high-margin impulse treat sales by introducing a charming, artisanal pet bakery experience inside the store. The packaging and displays needed to evoke the warmth of a neighborhood dog bakery while adhering to commercial packaging standards, moisture barriers, and fast retail restocking requirements.

Outcome & Impact

Delivered an irresistible, tactile treat destination that drove double-digit impulse sales growth, creating an iconic fixture at pet retail checkout zones nationwide.

Creative Concept & Execution

Neighborhood Bakery Charm in Big-Box Retail

Wiggles & Wags was conceptualized to bring the warmth and sensory delight of a local neighborhood dog bakery into high-volume retail stores.

By utilizing earthy kraft paper substrates, friendly illustrative lockups, and clear display windows, the packaging invites pet parents to inspect the decorated seasonal treats up close. Freestanding display carts placed near checkout lanes turned the bakery line into an irresistible impulse purchase ritual for shoppers and their four-legged companions.

Deliverables & Tools:Bakery Sub-Brand Identity · Artisan Packaging & Window Pouches · Kraft Box & Label Systems · Freestanding Bakery Cart Merchandising · Chalkboard-Style Point-of-Sale Signage