New premium pet wellness launch aiming to disrupt the pet supplement category

Design and technology studio View Source on August 28, 2026 announced its latest end-to-end work for the launch of Watts, a new premium pet wellness brand designed to redefine the daily pet supplement category.

Working from initial concept through to launch, View Source partnered with Watts across every stage of the brand's creation, delivering naming, brand strategy, visual identity, packaging, content production, website design and website development to bring the new business to market.

Founded by three former pet food executives, Watts addresses a broader issue in the supplement market: pet owners have long been forced to choose between efficacy and palatability. Dogs may reject soft chews and powders, pills get hidden in peanut butter, and many products contain fillers, artificial flavoring, and ultra-processed ingredients at odds with the shift towards fresh, whole-food nutrition.

Watts set out to close that gap with a supplement built to its high standards for research and efficacy, then air dried to preserve ingredient integrity and taste. The result is something dogs actually want to eat, turning daily supplements into a ritual they look forward to rather than one pet owners have to disguise.

View Source's challenge was to create a distinctive brand capable of standing apart in the increasingly crowded pet category, where packaging is often overly clinical or excessively playful. The resulting identity embraces a premium simplicity that reflects the minimal ingredients list of Watts’ launch product, Better Dailies: real, grass-fed beef, heart, liver and targeted functional ingredients.

View Source combined bold visual design with clear messaging to communicate quality and trust, tapping into the growing trend of owners seeking the same standards for their pets as they expect for themselves.

Demi Horvat, CEO at Watts, says: “From day one, View Source understood what we were trying to create. They took the time to deeply understand what we wanted to do differently in this category, and their expertise helped us develop a brand and aesthetic that we think truly stands out.”

From idea to execution

The agency developed every customer touchpoint, from naming the brand and defining its strategic positioning to designing the packaging system and creating launch content through photography, 3D renders, motion assets, icons, website build and ecommerce. Packaging was designed around product functionality and retail behavior, with a compact format intended to maximise shelf standout and a velcro zipper supporting customer experience and maintaining freshness of the product.

“Watts is exactly the kind of project we relish – building a brand from the ground up and carrying that vision all the way through to launch,” says Andrew Rutledge, Partner at View Source. “By bringing strategy, identity, packaging, content and digital together under one roof, we were able to create a cohesive experience that reflects the quality of Watts’ product at every touchpoint. It's a great example of how an integrated process enables brands to move faster without compromising on craft.'"

A visual identity built to match Watts’ energy

Every detail of Watts’ identity has been designed with intention, starting with its wordmark. Rather than building out a sprawling system of marks and sub-brands, the studio developed a single, distinctive mark to anchor the brand. Its geometric construction reads as playful and full of vitality, with just enough quirkiness to feel memorable. Its clean graphic line holds up whether it’s shrunk down onto the packaging pouch or blown up on a storefront window.

That same spirit carries through into the brand’s typography. Watts uses Degular, a typeface from independent foundry OhNo, chosen for the energy it brings at any scale from headline-sized statements to packaging fine print. Degular’s slightly imprecise, hand-touched curves offer a warm counterpoint to the wordmark’s precision, giving the overall system a sense of balance between structure and looseness.

Color plays an equally deliberate role. Rather than reach for an oversaturated palette, View Source opted for restraint with a single primary hue – a warm, rich brown the brand calls “Beef” – grounded by a neutral “Bone” white and black. The result is a palette that is immediately recognizable in a visually crowded category, whether catching a shopper’s eye on shelf or showing up crisp and legible on screen.

Rounding out the system is a custom icon set, built using the same geometric language as the wordmark, adding a playful, illustrative layer to the brand’s more functional moments. Throughout, photography direction favors authenticity over stylization, capturing dogs as their playful, natural selves, rather than art directed into more polished or idealized images.

Distinctive, interactive digital experience

Alongside the physical brand, View Source designed and built a highly interactive digital experience that balances storytelling with performance. Animated product journeys, carefully considered information architecture, and a seamless checkout experience help educate customers while driving conversion.

The agency also introduced features beyond the original project scope, including an interactive 404 error page mini-game that rewards users with a discount code. This transforms an overlooked moment into an engaging brand experience tied directly to sales.

By bringing strategy, design, and web development together under one roof, View Source compressed what is traditionally a multi-agency process into an eight-month engagement, taking Watts from an unnamed concept to a fully realised consumer brand.

Watts represents the latest example of View Source's ability to launch ambitious consumer brands through end-to-end partnerships that combine strategic thinking with world-class execution, helping to bring distinctive products to market with consistency and impact.

Watts is now available at https://wattspet.com/ and select retailers.