Boots & Barkley

Brand Identity Refresh & Packaging Toolkit

Boots & Barkley has been helping pet owners celebrate and care for their furry friends for over a decade. As pet ownership grows, Target set out to refresh this Owned Brand in an effort to keep pace with an ever-evolving product assortment and other national brands. Launched in 2025, we developed an entirely new identity while building on name recognition, inclusive of a new logo, tagline, color strategy, photo style, and a library of expressive pet illustrations. 

Creative Director: Steve Jockisch
Associate Creative Director: Glenn Madigan
Design Team: Riley Carroll (logo), Jeffrey Iacoboni, Anthony Lane
Copywriter: Erika Voeller
Production Designers: Darin Rieland, Tracy Hogenson
PM: Beth Simmons
Creative Producers: Ali Adams, Angel Paulson
Illustration: Alice Bowsher