In 2023, I joined Petco as the copy lead for owned brands, which is their portfolio of about 15 in-house brands exclusive to Petco. I'm responsible for all editorial messaging on pack (naming, features/benefits, any "romance" copy blurbs) but not the fine print or legalese (phew!). I oversee the voice/tone/copy from early concept all the way through approving proofs before they go off to the printer.
A brand-new collection from Petco's premium, Millennial-focused brand Reddy. Along with this project, I created a cat harness guide (seen on the harness hangtag), that we actually use across multiple brands with subtle tweaks to tone and voice.
Petco's food/treats brand focused on Whole Pet Nutrition, a philosophy developed with Petco's vets and experts that help highlight essential health needs for dogs and cats. I've helped with multiple flavor expansions of existing lines as well as the creation of brand new treat lines, including slushy treats and more "humanized" treats.
Petco's exclusive litter and cleanup accessories brand. I helped strategize messaging for the newest litter expansions into pine pellets (a more "natural" choice) and lightweight litter.