For our pets, playing goes deeper than exercise. It helps with their mental health, behavior and overall wellness. The experts at Petco understood this. Pet owners, on the other hand, didn't realize how poor-quality and even dangerous some pet toys could be. With a plan to reframe their pet toy aisle, Petco was also interested in rebranding Leaps & Bounds. We jumped into action crafting a brand platform that helped to reframe the benefits of Leaps & Bounds toys. Through testing design iterations with pet-owner focus groups, we became better educated surrounding the pet/parent play experience. We created a modular visual system focused on the joy and fulfillment of engaging with our pets. From the product names, to the loveable illustrations; and from the color palette, to the brand mark refresh — we played — so that Petco customers would want to, too.