Deliverables: Brand Strategist / Brand Positioning / Design Strategist / Brand Language / Creative Liaison / Client Liaison / Vendor & Production Management / Resource
With a portfolio spanning hundreds of SKUs, Hill’s Science Diet and Prescription Diet were trusted names in pet nutrition, known for scientific rigor and veterinary recommendation. However, while Science Diet resonated with consumers for its health benefits, it lacked the emotional warmth pet parents sought. Prescription Diet, designed for therapeutic needs, needed clearer differentiation while maintaining strong ties to the parent brand. The challenge was to simplify navigation, enhance emotional appeal, and strengthen brand cohesion across an expansive and complex product portfolio.
Pet parents are highly engaged and committed to making informed choices that improve their pets' lives. They look for clear guidance on selecting the right food while also seeking emotional reassurance—a brand that feels as caring as it is credible.
A strategic brand architecture redesign brought unity and clarity across Science Diet and Prescription Diet while ensuring each sub-brand retained its unique purpose. We optimized packaging, messaging, and navigation to make it easier for both veterinarians and pet parents to confidently select the right nutrition.
The redesign successfully elevated the brand experience, making Hill’s more engaging for consumers while reinforcing its trusted status among veterinarians. By simplifying the portfolio, enhancing brand clarity, and strengthening emotional connection, the refresh positioned Hill’s as both a science-driven authority and a caring partner in pet health.
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