ST. LOUIS — Pet supplement company Native Pet unveiled its new branding Jan. 25. The visual rebrand was led by Uncommon, the in-house agency of Native Pet’s partner CAVU Consumer Partners.
In March 2022, CAVU Consumer Partners led Native Pet’s series A funding round, which raised $6 million in investments. The companies have partnered to help elevate Native Pet to a nationwide household name.
According to Native Pet, the rebrand represents a “collective shift in consumer mindset on how to support dogs’ health and wellness.” It includes new product packaging to better communicate Native Pet’s dedication to pet health.
“With 70% of US households now owning at least one pet and ‘GenZennials’ representing the largest share of new pet owners, we believe Native Pet’s innovative approach to highly effective, clean-label nutrition will redefine the pet wellness space,” said Jared Jacobs, principal at CAVU Consumer Partners. “Today’s pet parents are increasingly looking beyond the food bowl to supplement their pet’s health and wellbeing. With this new rebrand, Native Pet is poised to become a household name as they reimagine the future of pet nutrition.”
The rebrand strives to better represent Native Pet’s mission of offering efficacious formulas made with clean ingredients to support pet health. The company also follows strict product standards under the Native Pet Pact, which includes a commitment to challenging standard sourcing and manufacturing practices and the development of proprietary products. Native Pet formulates all its products in-house using a science-backed process, and collaborates with a board-certified veterinary nutritionist to ensure high-quality pet supplement products.
Native Pet’s supplements are formulated without any additives and contain no more than five inactive ingredients. The company’s products are also formulated with “clean-label,” human-grade ingredients, including wild-caught salmon, grass-fed beef and organic chicken.
“The supplement space as a whole is commoditized, crowded and confusing — and it is still one of the fastest growing categories in pet,” said Dan Schaefer, co-founder and chief executive officer of Native Pet. “Consumers are hungry for a brand that cuts through that noise and delivers a fundamentally different experience. Native Pet is that brand and this rebrand tells that story.
“Differentiation is more than just storytelling,” Schaefer added. “We do everything differently: product, packaging, content and distribution. This rebrand is the culmination of years of doing things the hard way and keeping the customer at the center of that journey.”
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