Boots & Barkley launched at Target in 2011 … and you could tell. With connection and expression as our guiding stars, we gave the pets brand the glow-up it deserved.
COPYWRITING · BRANDING · PACKAGING
I wrote the new Boots & Barkley brand story and statement, as well as developed packaging language from scratch for all product SKUs.
Boots & Barkley Logo
Boots & Barkley Brand Story
Amidst pages and pages of tagline explorations, I asked myself: Why pets? Why do we bother with birthday hats and funny toys? My answer: Because pets are just the best.
The next time I met with my team, I pulled up my working doc and everyone agreed: “That’s the line.”
We built this brand with two goals in mind:
Showcase the special connection pets have with their parents
Celebrate the one-of-a-kind personality every pet has
Sure, pet ownership can be messy—but it’s mostly funny, cuddly and chaotic in the very best way. I wanted every copy touchpoint to resonate with pet parents, so they can pick up an item in the store and think, “This is so my pet. I have to get it.”
To further reinforce the intent of the toy and the type of pet it’s meant for, I wrote “play personalities” to help pet parents buy with confidence—or at least crack a smile.
BEFORE & AFTER
