Watts

Watts started as an unnamed concept from three former pet food executives who saw the same tradeoff everywhere: supplements that work but get spat out, or treats dogs love that don't do anything. Our strategy work defined the position before a single pixel — a premium daily supplement in a category split between the overly clinical and the excessively playful, built for owners who hold their pets to the same standards they hold themselves. That positioning became the filter for every decision that followed, and it let us compress a traditionally multi-agency process into a single eight-month engagement from concept to launch.

Before there was a brand, there was a blank line where the name should be. We led the naming process that produced Watts — a name with the energy of the product itself: short, punchy, and full of charge, as at home on a compact pouch as on a storefront window. It set the tone for everything downstream, from the vitality of the word mark to the voltage of the palette.

The packaging was designed around how the product actually lives — a compact format built for shelf standout, with a sealable zip that keeps the air-dried ingredients fresh and the daily ritual easy. We then produced every piece of launch content under the same roof: photography that captures dogs as their playful, unpolished selves, 3D renders, motion assets, and a custom icon set drawn in the wordmark's geometric language. One system, every touchpoint, no drift.

We resisted the sprawl of marks and sub-brands and anchored Watts to a single, distinctive wordmark — geometric, playful, with just enough quirk to be remembered, and a clean line that survives any scale. Degular, from independent foundry OhNo, carries the typography; its hand-touched curves warm up the wordmark's precision. The palette is deliberate restraint: one rich primary brown the brand calls "Beef," grounded by "Bone" white and black. In a category screaming in saturated color, quiet wins the shelf.

The digital experience balances storytelling with conversion: animated product journeys, tight information architecture, and a checkout that gets out of the way. Then we went beyond scope, because the best brand moments hide in overlooked places — the 404 page is a mini-game that rewards players with a discount code, turning a dead end into a sale. Designed and developed in-house, the site carries the brand's playfulness all the way to the pixel.