My goal was to create a capsule pet brand from Sprinkles Cupcakes that provide an experiential product to celebrate a pet’s birthday targeting millennial pet parents.

Sprinkles Cupcakes is a brand that’s beloved by millennials and they are the largest pet-owning population that’s on the rise. Pawday birthday DIY kit is the perfect combination of both, bringing the joy of Sprinkles cupcakes to create a special bonding experience between the pet and the pet owner.

There's a market gap for pet food kits. Millennials pet parents want to pamper their pets, and the Pawday DIY kit is perfect. The packaging is simple and playful, emphasizing the experience of celebrating with loved ones and their furry friends.

This line of birthday kits uses no plastic. Proving that celebrations could also be sustainable.

The packaging style uses the chic and fun newsprint style with contrasting colors and bold typography. It targets millennials with effortless fun yet stylish branding design, perfect for an Instagram post.

The kit has a fun opening ceremony, with a customized card with your pet's name, candles, also a Pawday pattern bandana for your pets. Creating a memorable experience for the owner and the pet, and perfect for millennials.

In conclusion, the Pawday Birthday DIY Kit fills a market gap for pet food kits, delighting millennial pet parents with a sustainable, stylish, and experiential way to celebrate their pet's birthday, while showcasing my design thinking and ability to target consumer insights in creating a capsule pet brand that captures the love and care pet owners have for their furry companions.