CHEYENNE, WYO. — This week, Wuffes unveiled its rebrand, marking a major milestone six years after its launch.

The new brand identity is now live across Wuffes’ direct-to-consumer (DTC) channels, introducing a new logo, color system, art direction, tone of voice and messaging principles. These come together in two new platforms: a brand platform, “Unleash The Hound™,” and a science platform, “The Wuffes Standard™.”

Since launching in 2020, Wuffes has rapidly grown to serve more than 1.3 million dogs and has expanded from a joint health specialist to a complete wellness brand with an offering across all major supplement categories. The rebrand is a deliberate, full-scale overhaul, designed to carry this next chapter, according to Wuffes.

The new identity also reflects Wuffes’ transformation from purely DTC into an omnichannel brand, with a growing presence in retail through partners including Petco, PetSmart, Tractor Supply Company, Pet Supermarket and Hollywood Feed, in the veterinary space, and marketplaces such as Amazon and Chewy.

Rooted in the belief that the job of a supplement is to help give dogs bag their best days, not “fix” them, Wuffes’ new Unleash The Hound platform is designed to make the product line immediately resonate with people on shelf, in a feed or on a billboard.

Source: Wuffes

The Wuffes Standard is designed to demonstrate that every Wuffes formula is built on three principles, applied identically to every product:

1. The Right Ingredients: quality ingredients selected for their scientific backing
2. The Right Concentrations: formulas built around hero active ingredients at meaningful levels
3. The Right Blends: ingredients combined so each works harder because of what sits beside it

On the updated packaging design, The Wuffes Standard shows clear, scannable product details, including what’s in it, how much and what it’s formulated for. According to Wuffes, this will help consumers navigate what can too often be a jargon-filled category where marketing can overshadow science.

“The category talks to dog owners as if their dog is a problem to be fixed. From talking to real consumers, that just feels so backwards,” said Sophia Brisbourne-Rhodes, senior vice president of Marketing at Wuffes. “Pets are family. And no matter what’s going on with them health-wise, every owner thinks their dog is already perfect. That reframes the job of a supplement. We believe that job is to help them have more of their wildest, loudest, best days. Unleash The Hound is how we say that out loud. The Wuffes Standard is how we prove it. We didn’t want to trade science for personality; we wanted both, because fundamentally that’s what both dogs, and their owners, deserve. I’m very excited about the bolder direction this opens for the brand.”

Source: Wuffes

Representing a complete brand refresh, the full rollout of new features include:

• A new logo and tagline: The new Wuffes logo debuts alongside the Unleash The Hound tagline
• A two-tier color system: One palette works at brand level and a second at product level, color-coding the range so pet parents can find the right product for their dog’s needs easily
• Real photography: The brand’s art direction moves toward real, unfiltered dogs, bringing the true Unleash The Hound spirit to life, often featuring real customers
• A cast of characters: Each product now has its own accompanying hand-drawn dog character that was chosen to represent a breed commonly associated with that product’s area of need, and each comes with its own backstory, with more to be revealed in the coming months
• All-new packaging: Packaging changes fundamentally and rolls out in phases, with DTC first, followed by marketplaces and then retail

Retail partners have responded strongly ahead of the in-store rollout, seeing the new branding as consumer-driven and disruptive in the category, with strong stand-out on shelf, according to Wuffes.

Before launch, Wuffes tested the new brand direction with 1,000 US dog parents, finding the overwhelming majority of respondents agreed the brand feels high quality, trustworthy, like an expert in pet care and that it stands out against other pet care brands.

“Wuffes was built to raise the bar in dog health. In the last 18 months we’ve moved into new categories, launched in retail, the veterinary channel and secured National Animal Supplement Council (NASC) certification, and we wanted a brand that's ready for where we’re going,” said Jonny Purcell, chief executive officer of Wuffes. “Dogs are the whole point for us. Everything we make is built around them, and this is the next step in becoming the market-defining pet wellness brand. We didn’t do this on instinct. We tested it with 1,000 dog owners first, because it had to feel true to what it’s like to love a dog.

“Unleash The Hound is about dogs at their best, and The Wuffes Standard means the science behind every formula hasn’t moved an inch,” he added. “This is the brand that takes Wuffes from a name 1.3 million dogs’ owners trust to one every dog owner knows.”

Read more about pet supplement products and trends.