THE CHALLENGE:

"I want something beautiful so my dog knows how much I love him." That's what the Winston & Co founder told me. They had premium single-ingredient dog treats but couldn't justify luxury pricing. Every competitor was either cartoonish chaos or sterile minimalism. The real issue: Sophisticated pet owners had nowhere to go that matched their aesthetic standards.

THE STRATEGIC APPROACH:

I stopped designing for dogs. Started designing for humans who love beautifully. Instead of competing in the pet treat category, I repositioned Winston & Co as a daily ritual. Not a training tool or reward system. Just a quiet moment to say "I love you." The insight that changed everything: This isn't about obedience or behavior. It's about that little pause in your day when you give something beautiful just because you love them. The customer isn't buying dog treats. They're buying a way to express devotion.

WHAT I DID DIFFERENTLY:

Killed all dog imagery. No paws, no cartoon faces, no "good boy" energy. Borrowed from luxury home goods. Think Flamingo Estate, not pet store. Created display-worthy packaging. Embossed details, foil stamping, structural design that demands counter space. Copy that speaks to identity: "The nicest thing in your pantry. It's not for you."

RESULTS:

✓ Premium pricing accepted without resistance ✓ Customers display empty containers as decor ✓ Word-of-mouth shifted from product to brand obsession ✓ Successful placement in high-end retail Most importantly: I gave sophisticated consumers permission to love their pets extravagantly without feeling ridiculous.