The Optimum brand needed to be reinvigorated and evolved, setting it up to maintain growth as a true leader in accessible science for pets. By partnering with Coles, the opportunity for a premium range would hopefully prevent channel leakage, retaining customers in grocery.

Optimum brandmark stands proud in the foreground, supported by a contemporised arc. The distinctive Optimum silver, new vet endorsement and claims structure deliver accessible veterinary expertise.

Building on the core range, the Optimum Pro design draws on Specialty channel semiotics to deliver on efficacious premium.

stands proud in the foreground, supported by a contemporised arc. The distinctive Optimum silver, new vet endorsement and claims structure deliver accessible veterinary expertise.