Crumps’ Naturals set out to elevate their brand and stand out in a saturated pet treat market by reconnecting with what makes them different: simple, high-quality, Canadian-made treats. The rebrand included a refreshed identity, playful tone, and packaging system designed to reflect the brand’s authenticity, transparency, and love for pets. With a bold, shelf-disruptive design and messaging that highlighted the natural ingredients and Crumps’ story, the new look helped unify their product lines while carving out a distinct space in the category—making it easier for pet parents to recognize and trust the brand.