Since its founding in 1996, West Paw has established a loyal following and growing presence in the canine product manufacturing industry. As the agency of record for 13 years, Massive helped foster that success, shaping the company's identity, offerings, and evolution to ensure lasting market appeal from its inception.

Client:

West Paw

Scope:

Management / Product Design / Packaging Design / Video Production

Management

One of Massive's longest standing clients, West Paw required insightful, progressive branding direction to secure its presence as a competitive market newcomer and its longevity through the inevitable growing pains to follow. Massive's first task was to position the company's line of zogoflex products in a marketplace dominated by Kong, which was, at the time of zogoflex's entry, the only “indestructible” heavy rubberized chew toy available. Hitting ecommerce, trade show booth design, and packaging angles hard, Massive relentlessly researched and tested consumer experiences to fine-tune sticking points, from the catalog's development through the online shopping cart checkout process. By its formal launch, West Paw was a beast (that liked walkies, snoot boops, snacks, and belly scratches).

Massive was also responsible for shaping West Paw's ultimate corporate direction, both away from cat-related products, which never met with the success of their dog lines, and toward its admirable B corporation status. By killing the cat, West Paw was able to create a concise identity with national household recognition, while embracing the far superior of the two species. No longer imperiled by the weight of feral cat people and their murder-mit wielding familiars, the company reached stratospheric success.

Product Design

Literally included on West Paw's Toppl patent, Massive was indispensable in the company's product design for many years. The Massive team:

Proposed the tagline, Dog's Best Friend®
Helped product test prototypes and informed the final concept for many of the play, puzzle, and chew toys, particularly the Toppl
Brainstormed uniquely endearing product names, a linchpin of its brand identity
Breached dog-gear markets, like bedding and feeding supplies
Elbowed West Paw's way into saturated markets by helping it stand apart from the rest, until it stood at the top

Video Production

We made some pretty sweet videos and took some cool pictures. Because dogs don't give a fluff about appearance, the cast was full of consummate professionals, not a diva amongst them. Dogs are better people than people. We said what we said.

Packaging Design

In a market defined by fun and play and the goodest bois, product packaging needed to sing (ahem, howl). Bright and colorful, the cardboard-sleeve, -card, and -tag packaging is intentionally minimalist: excessive packaging prevents consumers from checking the product out and discerning doggos from taking it for a wee test drive prior to purchase, while being unilaterally terrible for the planet. It does its job with panache.

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