Pet Valu’s private pet food label Performatrin has three lines of products: Ultra, Prime and Naturals. The Ultra product line is PetValu’s highest price point, where its meals are derived from quality natural ingredients and promotes an active lifestyle for customer’s pets.
Pet Valu needed a redesign of Performatrin's website, beginning with its sub-brand: Ultra. The current design was out of date, and had not kept up with the evolution of the brand. The goal was to modernize the design to better align with their new product packaging, and promote their high quality ingredients to maintain Ultra’s premium brand positioning.