Suzie’s

PET SUPPLEMENT PACKAGING DESIGN

Suzie’s is one of the largest independently owned CBD pet supplement brands in the US, offering full-spectrum products made from their own USDA-certified organic farm. After 10 years in business, the team wanted to bring more polish and refinement to the brand without losing the elements customers knew and loved.

The goal: reintroduce Suzie’s at SuperZoo with sharper positioning built to foster new growth and sales, while keeping the same promise of quality ingredients and supplement education.

We kept Suzie’s signature blue and refined the logo typemark for better legibility. Suzie herself, the brand mascot and heart behind the name, got an illustration upgrade that kept her approachable and true to the team’s request to keep the “down-home feel”. The refreshed identity carried across a full packaging system, redesigned to feel elevated on the shelf while staying unmistakably Suzie’s. More below…

🏆 AWARDED SUPERZOO’S PETS+ RETAILER’S CHOICE AWARD

BRAND POSITIONING
BRAND GUIDELINES
PET FOOD REBRAND
PACKAGING REDESIGN
ILLUSTRATION

Suzie’s redrawn mascot scales seamlessly across packaging formats and touchpoints. She’s happy, playfully peeking over the treat window, and flanked by her pet friends on other products.

The hierarchy is intentional: Suzie’s signature blue anchors instant recognition, with the name and mascot working in tandem after it. A clean, restrained bag design lets the character shine while keeping CBD dosing information clear and accessible, critical in a category where trust and transparency matter.

🏆 AWARDED SUPERZOO’S 2026 PETS+ RETAILER’S CHOICE AWARD

Launching Suzie's rebrand has been so much fun for our entire team. Getting to show off our new look at SUPERZOO was everything we hoped for and more. Seeing all of our people hold the products in person, see all the work we've done behind the scenes, and enjoy the rebrand was everything we hoped for and more.

Caleb Gilmore

Co-Founder + President