The Ask

Develop a premium pet food brand that would make human-quality nutrition accessible to pet parents through personalized subscription delivery. The goal was to set this brand apart from the competitors by creating a direction that spoke to the emotional connection between humans and dogs.

My Role

I led the complete brand development from concept to execution, including naming, visual identity, and packaging design. The strategic positioning we developed centers on three key pillars: personalized nutrition crafted with veterinarians, human-grade ingredients pet parents can trust, and convenient subscription delivery that makes premium pet care accessible.

My creative vision was to literally invite pets to the dinner table, reflecting the genuine family bond that millennial pet parents have with their companions. The visual direction and styling brought this philosophy to life, creating an elevated yet approachable aesthetic that resonates with our target audience of millennial pet parents who view their pets as true family members.

Results

• Scale Achievement: Delivered over 10 million meals nationwide

• Customer Satisfaction: 85% customer satisfaction rate with pet parents saying their dogs prefer The Pets Table to their previous food

• Retail Expansion: Grew from direct-to-consumer to major partnerships with Chewy (2024) and Walmart across 201 locations (2025)