IAMS

Returning IAMS to its advanced nutrition roots

Taking our cue from their unique formulation advantage—higher animal protein content in their food—we created a distinctive visual language marrying circular brand shapes with amino acid chains for communications across in-store, ecommerce, and social media.

EXPERTISE

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Brand Communications Strategy

Architecture & Design System

Online Brand Hub & Guidelines

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Science made beautiful

We developed a design system that maintains recognition while evolving the brand. We respected heritage elements—logo, circle, paw, lozenge, and iconic ginger cat—while introducing organic shapes inspired by amino acid molecules. This scientific inspiration communicates nutrition expertise in an approachable way.

Illuminating health through photography

Our new photography style uses powerful light gradients to symbolize well-being. Warm sunlight works with IAMS' signature orange, visually reinforcing the focus on vitality while helping IAMS stand out and connect with pet parents.

A cohesive expression

With our tagline "Happiness starts with health" integrated across all touchpoints, we created a flexible yet distinctive visual language that helps IAMS reinforce their position as nutrition experts while forming meaningful connections with pet parents.

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