The idea for Heelr was to appeal to the emotional bonds we have with our pets, and to tap into the fact that our pets aren't our property—they're members of the family. The identity and packaging needed to convey a premium product, but also find ways of tugging at the heartstrings (which our animals tend to do for us).

By highlighting real-life stress triggers for animals, Heelr stands apart from others on shelf. And the sweetly vulnerable pet portraits are meant to trigger empathy and remind us how much our fur babies need us.