Castor & Pollux set out to redefine the natural pet care space with their complete lines of organic and responsibly sourced pet food. Throughout packaging, point of sale, social media, and trade show design – the story of purposeful pet food has come to life.

For the brand development of Pristine and a refresh of Organix, I was brought in at the end of the concept selection phase and worked to expand concepts into multiple SKUs for the final selection. Over the next year and a half, I lead the charge of refining and developing the selected concept for the initial launch, applying it across 100+ SKUs, experiential applications, and social and advertising pieces. The brand’s expression evolved further to pitch yearly innovation development to retailers and recipe extensions.