Description:

Millennials and Gen Z represent nearly half of global pet owners and are the fastest-growing spenders in the pet category. These generations prioritise environmental sustainability more than others—73% of millennials and 69% of Gen Z aim to minimise their environmental impact (Deloitte) and 75% of millennials are eco-conscious enough to change their consumption patterns (Nielsen)—however, many are concerned about affording sustainable products and services due to inflation and financial challenges. 

Goodlands addresses gaps in the pet food market by offering a brand that benefits pets, pockets, and the planet. Available exclusively at Walmart stores across the US, it sets a new standard with meat-first recipes developed by animal nutritionists that are crafted locally in the USA using sustainably sourced ingredients, no artificial additives, and complete ingredient traceability and batch testing transparency using industry-leading Smart Trace™ technology—all at an affordable price.

The Goodlands "Good All Round" strategy is beautifully represented by a globe-shaped key branding visual that captures the essence of the brand. In the scene, a happy pet roams freely through picturesque American farmland, symbolising the farm-to-table approach and the wholesome life that Goodlands promotes.

The vibrant green colour of Goodlands creates bold shelf disruption and presence, emphasising the brand's natural goodness. Additionally, the wordmark features a subtle wagging tail within the letterforms, adding a playful touch. The circular proposition of the brand is clearly depicted, uniting all these elements to illustrate the core values of Goodlands. Additionally, the Smart Trace™ panel and QR code are prominently positioned to highlight the brand's unique selling proposition, providing consumers with complete ingredient, supply chain and batch traceability.