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Firm Looks at Consumer Retail Experience and Defines Holistic Approach to Pet Care.
BOSTON, Mass. (March 5, 2008) - Catapult Thinking, a Boston-based business innovation and design consultancy, announced it has completed work with Halo, a high-end holistic pet care brand. Catapult Thinking provided Halo with branding and packaging strategy services, which included refinement of the Halo brand, product line and the packaging system and graphics. Halo launched the revised line last week, with help from celebrity Ellen DeGeneres, who is a partial owner.
Halo is answering a real need in the marketplace. Research firm, Packaged Facts, predicts the sustainable pet product industry will grow to $1 billion in sales by next year. 2007's food recall has continued to leave consumers concerned and much more involved in the food selection and care of their pets. Halo turned to Catapult Thinking because of its previous design work and research in the pet industry. Leveraging its past knowledge and consumer research, the firm worked closely with Halo to develop language and images that speak to the consumer about taking a more holistic approach to pet care, in order to strengthen its position as a premier player in the industry and appeal to existing consumer concerns. The process also included the strategic decision to turn Halo's four product lines into three categories that better resonate with consumers: meals and treats, supplements and grooming.
"Halo came to us with some great products, but no real recognizable brand identity," said Mike Mooney, Partner, Catapult Thinking. "We helped create a strong brand built around the company's culture, and adapted the brand messages and packaging to speak clearly about holistic pet care. We also highlighted the superior quality of ingredients in their pet food line, as our research showed consumers are demanding more natural products."
To reinforce the idea of homemade, natural food on Halo's packaging, Catapult Thinking chose to use illustrations rather than photography to express the idea of the loving relationship between owners and their pets. Catapult Thinking also changed the color scheme of Halo's packaging. While keeping the key brand colors of purple, gold and blue from the original packaging, the firm integrated additional colors to help consumers differentiate Halo's product categories. Each of the three pet care lines is now easy to distinguish, and meld well with the illustrations.
"We approached Catapult Thinking to help us create packaging that accurately reflects the superior and unique quality of our products," said Alan Kerzner, President, Halo, Purely for Pets. "We also needed help with brand messaging to make consumers realize that our pet food and products are the same quality as owners use for themselves - and that is why our products are more expensive than those using inedible ingredients. Catapult Thinking's expertise and superior strategic thinking provided us with a branding strategy and packaging that really brings our brand to life."
About Catapult Thinking
Catapult Thinking is a ten-year old business innovation and design consultancy that fuses together strategy, creativity and research to help companies capitalize on new business opportunities, reposition existing product lines, create strong brands and design compelling customer experiences. Unlike pure business consultancies or design firms, Catapult Thinking focuses on leveraging innovative opportunities to advance its clients business and create ROI. Catapult Thinking's marquee services include opportunity design, strategy design and the customer experience.
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