Wet Noses Rebrands Doggy Delirious, Changes How Dogs Are ‘Treat’-ed

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Press release: Wet Noses

As every pet parent knows, dogs want to eat the same delicious, great-smelling food that humans eat. In fact, they’re begging for it. Wet Noses Natural Dog Treat Company, an industry pioneer in dog treats that are human-grade, human-made and truly dog-worthy, unveils a new identity for its brand Doggy Delirious that evokes the idea that dogs deserve a seat at their family’s kitchen tables. With the tagline “Dogs Want What Humans Want,” the redesign brings the human-grade factor front and center through a new logo, product packaging, brand mascot and website. The launch of the new branding kicks off an accelerated growth program as Doggy Delirious introduces additional treat flavors and expands distribution nationwide with a new sales team.

“All Doggy Delirious products are 100% human-grade, certified non-GMO, free from preservatives, free from animal by-products, recyclable, and made with natural, simple ingredients in the USA. This combination of attributes is a culmination of what many pet parents are looking for today,” said Johnni Rodgers, chief executive officer for Wet Noses Natural Dog Treat Company, parent company of Doggy Delirious. “As we expand our distribution to retailers nationwide, we refreshed our branding and packaging to highlight the reasons Doggy Delirious should be a top choice for consumers looking for treats they can feel good about feeding their dogs.

The relaunch of Doggy Delirious comes at a time of growth and opportunity with the recent surge in pet ownership. The pet industry reached an all-time high of $103.6 billion total sales in 2020 according to the American Pet Products Association (APPA) State of the Industry Report. The same report notes that 50% of pet owners prefer pet products that consider humanization, premiumization and sustainability.

“As Humanization evolves and expands, our vision was to bring to life a treat brand that appeals to humans for their pet companions,” said Rodgers. “We took design references and cues from the human snack aisle to drive taste appeal and fun, along with nutrition reinforcement, to create the closest thing to a snack pet parents would want to buy for themselves.”

Doggy Delirious partnered with Team Creatif USA and CMO Graphics Inc to bring the new branding to life. Team Creatif led the original concepts and illustrations, including a new brand mascot – Doggy D., who is dressed for dinner with his human family and featured in the new logo. CMO Graphics helped incorporate the design across the entire brand portfolio, on all product packaging and the website.

“Our team enjoyed building the brand and its visual expression to resonate with selective consumers who want the best for their dogs,” said Heath Osburn, chief executive officer, Team Creatif USA. “Doggy Delirious has human food at the core of its identity. The bold brand color is exuberant, like a dog wanting a treat! And the delicious photography makes mouths water for humans and canines alike.”

The rebranding kicks off an accelerated conversion focus for Doggy Delirious, which will include two new premium flavor combinations, BBQ Maple Bacon and Smokey Turkey & Apple. These treats will soon join Peanut Butter-Licious (also available as a grain-free option), Perfectly Pumpkin and Harvest Sweet Potato in the grocery aisle. All Doggy Delirious treats are made in the company’s Safe Quality Foods (SQF) human grade kitchen to maximize sustainability and quality control.

With a focus on expanding distribution, the brand recently hired Wilson Cluney as vice president of business development, Bill Akers, sales director, and a refreshed network of brokers. Doggy Delirious treats are currently sold on Amazon and in national grocery and club stores, including Sprouts, Albertsons and Costco.