BILLY DUVALLE

2026

CLIF Pet

PRODUCT INNOVATION: PLANT BASED JERKY FOR DOGS

CLIF Pet

PRODUCT INNOVATION: PLANT BASED JERKY FOR DOGS

THE TRAILBLAZERS INNOVATION TEAM AT CLIF BAR WAS GIVEN A HEADY ASSIGNMENT: TO EXPAND THE CLIF BRAND BEYOND HUMANS AND INTO AN EMERGING MARKET FOR PETS. OUR SMALL BUT MIGHTY CROSS-FUNCTIONAL TEAM FOLLOWED THE ORDERS WITH GUSTO, DIVING DEEP INTO CONSUMER PROFILES AND RESEARCH. WITH TIME, WE FOUND A BREAKTHROUGH PRODUCT OFFERING THAT COULD FIT WITHIN CLIF'S EXISTING BRAND EQUITY: DOG TREATS.

MY ROLE WAS TO BRING THAT STRATEGY TO LIFE WITH AN IMPACTFUL PACKAGE DESIGN, A COMPELLING STORY, AND A BEVY OF SUPPORTING PHOTO AND VIDEO BRANDING ELEMENTS FOR PRINT AND WEB.

THE TRAILBLAZERS INNOVATION TEAM AT CLIF BAR WAS GIVEN A HEADY ASSIGNMENT: TO EXPAND THE CLIF BRAND BEYOND HUMANS AND INTO AN EMERGING MARKET FOR PETS. OUR SMALL BUT MIGHTY CROSS-FUNCTIONAL TEAM FOLLOWED THE ORDERS WITH GUSTO, DIVING DEEP INTO CONSUMER PROFILES AND RESEARCH. WITH TIME, WE FOUND A BREAKTHROUGH PRODUCT OFFERING THAT COULD FIT WITHIN CLIF'S EXISTING BRAND EQUITY: DOG TREATS.

MY ROLE WAS TO BRING THAT STRATEGY TO LIFE WITH AN IMPACTFUL PACKAGE DESIGN, A COMPELLING STORY, AND A BEVY OF SUPPORTING PHOTO AND VIDEO BRANDING ELEMENTS FOR PRINT AND WEB.

Client

CLIF BAR

DELIVERABLES

PACKAGE DESIGN
BRANDING
COPYWRITING
PHOTO / video


Year

2023

Role

Creative direction

User-First Design Research

We conducted intensive qualitative and quantitative research with our potential users and white space in the market. Thoughtful communication with leadership led to a green light to expand the Clif brand.

83%+

Dog parents had a 83% increase in interest for plant-based Jerky when shown the CLIF Pet brand. Our innovation also increased favorability back to the Clif brand at large.

Dog parents had a 83% increase in interest for plant-based Jerky when shown the CLIF Pet brand. Our innovation also increased favorability back to the Clif brand at large.

CREATIVE DEVELOPMENT
Product Photography
Package Design
Printing Mechanicals
Messaging Pillars
A+ DTC Assets
Build a Social Following

$4m+

Through an exclusive parnership with Petco, first year revenue exceeded 4m

Through an exclusive parnership with Petco, first year revenue exceeded 4m

"It’s nice to see a human brand lean into to pet goods. Makes me trust the ingredients more than normal dog food treats. I like that the treat ingredients are simple and easy to understand. Definitely left a positive impression of the brand."

Mayra F. 

She/Her | 39 | Apopka, FL

“I had a positive interaction with the clif brand because I usually only think of them in relation of clif bars which after years of hiking kind of seem bland to me.  This reinvigorated my interest in a brand that I have mostly ignored in recently" 

Chris L. 

He/him | 31 | Morrisville, NC