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West Paw Updates Packaging to Reflect New Brand Look




(PRESS RELEASE) BOZEMAN, MT – West Paw has been making a lot of changes lately. From updating their name to simply “West Paw” to providing the best guarantee in the pet business, the Love It Guarantee, West Paw is all about continuous improvement.

Beginning in March, retailers and consumers will begin seeing a new packaging design across our collection. Along with the new logo and packaging there will be some new colors and characters. “These changes were done with the intention to better reflect our personality and to do a better job delivering key features and benefits.” – says Mike Cook, West Paw Art Director.

West Paw worked with the Boulder, CO-based brand agency, Walden Hyde to better understand their consumers’ and retail partners’ purchasing drivers and brand loyalty.

“West Paw is not your typical company. They have deeper narratives that include being a Certified B Corp and founding member of the Pet Sustainability Coali9on, manufacturing in the US, using closed loop manufacturing prac9ces, and pioneering toxic-free materials. Our research helped us align what’s important to consumers with what’s important to West Paw.” – Katie Dunn, Director of Strategy, Walden Hyde.


With the packaging redesign, West Paw set out to make some simple but key improvements to their packaging. By adding “Built For” on all Zogoflex and Zogoflex Air packaging this important change is meant to help educate dog owners on how to choose the right toy based on their dog’s chewing and playing behavior.

Retailers will love that West Paw decreased product footprint in their popular Zogoflex line by over 20% making room for more innovative products from West Paw.

All of West Paw’s packaging for Zogoflex went through rigorous strength testing to minimize durability issues that can be seen due to shipping or wear and tear on shelf. Packaging will be printed on Forest Stewardship Council (FSC) certified paperboard. FSC certified paper means that it has been sourced in an environmentally-friendly, socially responsible and economically viable manner.

New packaging will appear online and in-store Spring 2018.




P.L.A.Y. Media Spotlight

At P.L.A.Y. — Pet Lifestyle & You — toy design is definitely a team effort! Watch PETS+ interviewer Chloe DiVita and P.L.A.Y.’s Director of Sales Lisa Hisamune as they talk about the toy design process, the fine-tuning that makes each toy so special and why every P.L.A.Y. collection is made with independent retailers top of mind.

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