packaging

In 2023, I joined Petco as a lead copywriter for their owned brands business, a portfolio of about 15 in-house brands exclusive to Petco. I was responsible for all editorial messaging on packaging (naming, features/benefits, any "romance" copy) but not the fine print or legalese (phew!). I often oversee voice/tone/copy from early concept all the way through approving proofs before they go off to the printer. 

Reddy Cat

A collection from Petco's premium, Millennial-focused brand. As part of this project, I also created a cat harness guide (seen on the harness hangtag) that we use across multiple brands with subtle tweaks to tone and voice. 

WholeHearted

Petco's food/treats brand focused on Whole Pet Nutrition, a philosophy developed with vets and experts that helps highlight essential health needs for dogs and cats. I've worked on multiple flavor expansions of existing lines as well as the creation of brand new treat lines, including slushy treats and more "humanized" treats. 

So Phresh

Petco's litter and cleanup accessories brand. I helped strategize messaging for the newest litter expansions into pine pellets (a more "natural" choice) and lightweight litter. 

holiday advent calendars

My team developed advent calendars for dog toys, cat toys, catnip and small animals. A fun project that let us borrow inspo from the product development team's illustrations (for brand cohesion) and get innovative with dielines.