Client
Mary’s Tails

Appealing to pet parents' hearts for a CBD industry leader

Mary’s Tails, a new line from a nationwide CBD industry leader, wanted a friendly brand system that proves they truly understand (and care about) pets. We created a new identity that appeals not only to pet parents’ minds, but to their hearts.

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creative

We don’t speak dog.

Concepts like “The Mailman Collection” and “Vacuum Cleaner Dread” see the world from a pet’s POV, an inclusive twist that makes it clear to pet-parents that Mary’s Tails “gets” their world — and is there to help.

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verbal system

Well-being made better.

Your pet can’t book a yoga class or massage, but they can experience anxiety, pain and discomfort.

Relatable metaphors like these serve to educate an audience that’s fairly new to the world of pet CBD as to why it’s an important addition to their furry friend’s wellness routine.

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Visual Language

We used playful, organic shapes to push Mary’s Tails’ friendly & approachable identity even further.

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icons

Wide grins and wagging tails.

Mary’s new visual identity exudes a youthful spirit, with perfectly-imperfect lines weaved into joyful stickers, icons and animations that capture the essence of product ingredients and benefits.

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PRESS

“We evaluated numerous CBD pet brands and selected Mary’s Tails to be the first CBD brand to be on shelf.”

- Tim Milano, Vice President of Merchandising, PetSmart.”

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