MyHug - Cobasi Pet product line

About The Entry

The partnership between Cobasi and Target agency was instrumental in creating the My Hug line— a private-label brand developed to meet the hygiene, care, and well-being needs of dogs and cats. Cobasi aimed not only to launch new products, but to build a brand with a strong identity, immediate recognition at the point of sale, and an emotional connection with pet owners.

Target joined the project from the earliest stages and led the brand’s strategic development. The scope included naming, logo creation, visual identity, packaging design, and in-store point-of-sale materials. The name “My Hug” was conceived to evoke affection, protection, and closeness, reflecting the daily care pet owners provide to their animals.

For the packaging, the agency adopted a warm and approachable visual language, using vibrant colors, friendly illustrations, and a clear information hierarchy. This approach helps shoppers quickly identify each product’s category and purpose, while also ensuring strong shelf standout in a highly competitive market.

The partnership resulted in a cohesive, functional, and emotionally relevant brand that reinforces Cobasi’s values and makes it easier for consumers to engage with the products. The My Hug line positions itself as a trusted, practical, and affectionate choice—combining brand strategy, effective design, and clear in-store communication.

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