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Package redesign for high-end pet food company refines brand, packaging system, label graphics, emphasizes natural ingredients. New look for canned, dry pet food from Halo, Purely for Pets, Tampa, FL, strengthens message to consumers concerned about product safety after 2007's recalls. Halo turns to design agency, Catapult Thinking, Boston, MA, to develop language, images for three product lines: meals/treats, supplements, grooming. Agency integrates original purple, gold, blue with additional colors to differentiate product categories. Illustrations in pastel shades of pet owner interacting with pet serve as primary graphic element. For wet food, two-piece aluminum cans with easy-open ring pull end hold 3.5 or 7.5 ounces of cat food or 5, 13 or 20 ounces of dog food, sport paper labels printed in six colors (four-color process, plus two spot colors) at multiple converters across US. New dry products feature 1-, 3-, 4-, 6- or 10-pound bags with zipper closure, which is commonly seen for pet treats, but unusual for pet food. "Halo came to us with some great products, but no real recognizable brand identity," recalls Mike Mooney, partner at Catapult. "WeÉadapted 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." Products such as Spot's Stew puppy and adult dog formula, wholesome turkey recipe for cats, boast large print proclaiming, "The Original. Great Taste. Natural Ingredients."
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