Case overview
Australian Pet Nutrition (APN), a nutraceuticals and raw food pet business based in Darwin, NT, engaged Pet Biz Creatives to modernise their branding. Their goal was to create a memorable and compelling brand identity that serves as both a practical source for holistic pet care and a trusted provider of educational resources for dog and cat wellness.
The Old Branding
Image credit: © Dr. Roz Rowen, 2025
The Brief
Dr. Roz, PhD, founder of Australian Pet Nutrition, sought our expertise to elevate APN’s brand identity and ensure it aligned with the company’s core values. With plans to expand into Southeast Asia, the brand needed a modern, distinctive, and internationally appealing design.
Key considerations included creating clear and legible typography, a unique visual presence, and packaging that would stand out on crowded retail shelves.
The overarching objective was to craft a brand identity that was both reflective of Dr. Roz’s bold vision for holistic pet care and capable of resonating with diverse audiences across local and international markets.
The New Branding
Image credit: © Dr. Roz Rowen, 2025
Our Approach
Our focus was to help APN confidently communicate its mission and values while embracing a disruptor persona that mirrored Dr. Roz’s progressive beliefs in pet care. The strategy aimed to create a visually bold and unmistakable brand identity that would instantly capture the attention of pet parents.
Drawing inspiration from urban graffiti and street art, we sought to develop a “grittier” aesthetic uncommon in the pet industry. The design would incorporate striking, unconventional elements to make APN products and digital content instantly recognisable, even at a quick glance.
- Position APN as a disrupter
- Be visually bold
- Invert expectations of what a pet brand "should" look like
- Powerfully represent APN's values
- Be daring and thought-provocative
Image credit: © Dr. Roz Rowen, 2025
The Results
APN’s new branding features a vibrant, high-contrast colour palette inspired by the highlighters and sticky notes Dr. Roz uses in her research. This is paired with a textured brush font that mimics the spontaneity of a teacher’s handwriting, symbolising her role as both an educator and advocate for pet wellness.
This “imperfect” yet approachable presentation breaks down barriers of perceived moral superiority often associated with holistic pet care. Instead, it fosters a sense of inclusivity and accessibility, expanding APN’s appeal to a broader, more diverse audience.
I can’t recommend Pet Biz Creatives highly enough. I’ve worked with them for 12 months and it has been a great decision for my business development. They are professional, knowledgeable and efficient. Their team brings such diverse knowledge and skills which are what every business needs. If I could give 6 stars I would.
- Dr. Roz Rowen, Australian Pet Nutrition
