Wuffes rebrands as it expands into retail

US dog supplements brand Wuffes has given itself a new brand identity six years after its launch. The new look, with a new logo, colour system and packaging, went live on the company’s direct-to-consumer channels on 6 October; online marketplaces and retail are to follow in phases.

Wuffes links the step to changes in its business. Launched in 2020 as a pure direct-to-consumer brand specialising in joint health, it now covers all major supplement categories, according to the company, and is sold in more than 4,000 stores, including those of Petco, PetSmart, Tractor Supply, Pet Supermarket and Hollywood Feed, as well as on Amazon and Chewy. In the past 18 months, Wuffes has entered retail and the veterinary channel and obtained certification from the National Animal Supplement Council (NASC), said CEO Jonny Purcell.

The new packaging is intended to show more clearly what each product…