Solid Gold Pets
Brand Revamp
The Challenge:
Solid Gold has been around since 1974. The brand needed a modern touch, while still respecting the heritage and essence of the brand’s roots. What may have resonated with consumers then wasn’t resonating with the more modern, post-Covid pet parent boom.
The Results:
By identifying four unique target audiences, taking culturally relevant cues, and using consumer insights (demographics of current visitors to the site, social and new pet parent trends) to learn about who was that modern pet parent, we gave the brand a makeover. Part of this challenge was identifying a primary color palette that worked with the unique packaging elements on 150+ SKU range. The other part was to ensure we still maintained the foundations that the original founder built, while ensuring the brand appealed to today’s consumer. The end result was a robust brand guide that modernized the brand with components that could live across omnichannel and various consumer touchpoints.