Introducing WellJoy at SuperZoo
There’s nothing quite like unveiling a new brand on the tradeshow floor. The energy is electric, the reactions are instant, and the entire environment becomes a stage for first impressions. From the moment the exhibit booth opens, attendees are drawn to what’s fresh, different, and worth discovering.
More specifically, launching a new pet brand at a show isn’t just about exhibit display signage or samples; it’s about creating curiosity, sparking conversation, and giving people a reason to stop, explore, and remember. It’s one of the most exciting opportunities in live marketing, where anticipation meets creativity and a brand truly comes to life!
The Creation of WellJoy
Parent company KENT WORLDWIDE™ used SuperZoo 2025 as an opportunity to launch their new brand: WellJoy. WellJoy is a wellbeing-focused brand designed to strengthen the unspoken connection between pets and their Pet Loyalists – what the brand calls the devoted pet owners who put their cats and dogs first. The wellbeing brand offers a Dual-Benefit line-up of products combining gut health and targeted benefits, all wrapped up in vet-formulated treats and supplements that help pets by boosting immune health, skin and coat condition, dental health, joint health, calmness, and more.
About KENT WORLDWIDE
KENT WORLDWIDE is a long-established, family-owned firm specializing in sustainable pet-care products, like World’s Best Cat Litter, in addition to other consumer brands and specialty milling ingredients. The organization emphasizes innovation, sustainability, and the use of ag-based, natural ingredients, leveraging a legacy of decades in animal-nutrition and feed, to provide environmentally friendly alternatives to traditional clay-based litters and other pet supplies.
About SuperZoo
SuperZoo is North America’s largest pet industry tradeshow. Organized by the World Pet Association and held since 1950, SuperZoo hosts over a thousand exhibitors, covers a massive show floor (~350,000+ sq ft), and acts as a springboard for many new pet products and brands.
Goal
WellJoy’s Senior Brand Manager, Kim Gonia, described the new brand as a strategic expansion into the pet wellness sphere for KENT WORLDWIDE.
“We developed WellJoy leveraging KENT WORLDWIDE’S 100 years of animal nutrition experience to create a new brand that can be expanded globally, that speaks to younger consumers, to the modern wave of pet parents –increasing in numbers – who seek out proactive health and wellbeing options for their pets. WellJoy platforms the history and distinction of our existing product portfolio, all centered around enabling the love and boundless joy of pets.”
The WellJoy vision for the SuperZoo experience was organic, welcoming and playful, with bold graphics and natural woods, while keeping a level of consistency with previous show presence through colors and graphics.
“We wanted to show up BIG and attract new visitors to the booth. WellJoy needed to find balance in the space – look a little bit different, not blend in entirely, but still be cohesive with the other KENT WORLDWIDE brands. We want to grow and make a big splash, to feel different but relatable. Our hope was that vendors and consumers would come in and feel like, ‘that’s me’.”
In addition to the launch of WellJoy, SuperZoo 2025 also heralded the KENT WORLDWIDE’s rebrand from KENT Corporation.
“We had to consider consistency. In the booth, with multiple brands, we also had different objectives, plus the rebranding. There were elements to lock in and elements to change for the right look and feel.”
Result
WellJoy collaborated with London-based agency Enid and Condit Exhibits to design and build a 20×60 island exhibit that featured:
- Interactive Components – Including a product discovery table on wheels that could move based on the flow of traffic
- Bookshelf-Style Retail Displays – For ample product merchandising
- Large Screen – With rotating pet industry content for SuperZoo and beyond
- Multiple Lifestyle Areas – For interpersonal conversations and networking
The tradeshow event served as a preview of the WellJoy product range, inviting retailers to test the product, ahead of the full line-up launching later in the year, through Amazon and Chewy. “And we don’t plan to stop there! We built flexibility into the booth design, so we don’t have to do major booth updates immediately, and we have room as the brand continues to grow.”
WellJoy Exhibit Examples
Below are a few samples of WellJoy’s brand launch at the 2025 SuperZoo tradeshow.
“This was our first year for WellJoy, and we were not sure what to expect. In adding new elements, how will this impact the flow? Condit really helped us consider and gave us flexibility: where can we play, where should we play? We had a lot of fun really ideating what works, what doesn’t, and what makes sense for both KENT WORLDWIDE and WellJoy.”
Value
Don’t take our word for it. Our clients speak for themselves and the WellJoy team had a lot to say about the entire exhibit design, build, and tradeshow launch process:
Exhibit Design and Build Budget
“Condit is very realistic about your options and how that impacts the bottom line. They balance costs and expectations well.”
Design Inspiration
“Condit brings a lot of cool ideas to the table – not just more of the same. The collaboration with Condit and Enid was phenomenal. It’s so fun to see how quickly new faces can connect, come up with brilliant plans, and then work really, really quickly to execute them!”
Little Details
“Condit helped us to think through the small stuff like height and visibility, shelf depth for product sizes, all of the details of the consumer experience when adding new items and elements. The design compared to reality is identical. Condit just delivered.”
Pet Industry Expertise
“Condit has a lot of experience at SuperZoo, Global Pet Expo, and within the pet industry.”
Your Pet Industry Exhibit Partner
As pet parents ourselves, we know how to make pet brands shine at tradeshows! Whether it’s debuting a new line of treats and supplements, showing off wellness must-haves, or creating a booth that’s as fun as a puppy play date.
With smart design, bold storytelling, high-quality materials, and a knack for showcasing products that people (and pets!) love, we help brands make their moment on the show floor and build memorable spaces that get tails wagging and attendees talking.
Start a Pet Exhibit or New Brand Launch Today
Start a project online, visit our pet project portfolio, learn more about our pet industry expertise, and get inspired by pet exhibit tips for your next booth!