When Marie Moody, founder of Stella & Chewy’s, turned to Matrix Partners to help her reposition and revitalize her fledgling brand, the raw nutrition category was a fraction of its current size. First, we conducted several focus groups to probe consumer attitudes about feeding raw food. Then, using these consumer findings as a guide, we refreshed the logo and packaging with a more target market-focused design. A bold, distinctive look that would boost shelf impact while clearly differentiating each flavor. We redesigned the website, created a spectrum of sell-in tools and launched a high-profile ad/social media/PR campaign. We also created shelter support programs to help pets in need. All of these initiatives laid the foundation for Stella & Chewy’s to grow tens of millions of dollars in sales and become the category leader it is today.