No wonder Petco is where the pets go.
New at Petco
Petco needed "new" to actually mean something, not just another badge lost in the noise. So I gave it an icon so recognizable, every pet in town knew exactly where to go.
The details
Petco drops hundreds of new products every month, but "new" is a hard thing to make anyone feel. I created the yellow NEW badge as a recognizable, ownable asset for Petco's evergreen new-product releases — a hero device the brand could build equity in over time, not just a one-off badge. Stampede was built to extend that asset and deepen brand love for it: the badge parachutes down over a landscape, and every pet within sight starts running toward it. One dog becomes a dozen, a dozen becomes a stampede, until an entire migration of pets is thundering toward a Petco storefront. It's not an ad about new products — it's proof that the icon has already earned enough recognition that pets can sense it coming from a mile away.