Client: Ainsworth Pet Nutrition
Role: Design Research, Brand Strategy, Creative Direction, Product Design, Writing
I worked for several years with Ainsworth Pet Nutrition to develop brands, brand positioning, and product for their Rachael Ray Nutrish line of dog foods. I also developed their first products and brands for cats, focused on cat treats. The brands were deeply rooted in pet owner behaviors and trends. This work led to the sale of Ainsworth Pet Nutrition from private equity for 8x their original purchase price to JM Smucker.
Rachel Ray cat treats were each developed to speak to cat owners about a specific cat behavior with a knowing wink… as they say, dogs may be trained, but cats are understood.
The many sub-brands under Rachel Ray Nutrish were each designed to tap into a specific pet trend.
