Safeway asked Trinity Brand Group to develop a new identity and package design that would bring credibility, authority and shelf pop to its previously generic looking 7-category private label pet care brand.

Trinity landed on a key insight to drive our design strategy – consumers in this category consider their pets to be their children and, while they certainly wanted their pets to be happy, the undifferentiated sea of happy running dogs on pet packaging at grocery was doing very little to provide assurance of a brand’s expertise and ability to deliver the best products for their beloved.

We differentiated Priority from the very emotional branding of the competitive set by developing a super-functional, super-effective positioning, then brought it to life through a bold, strong and active packaging system that evokes authority, confidence and expertise.

The redesigned identity is centered around a rich navy blue shield brandmark that exudes strength and seriousness, with rays radiating upward to imply action and optimism. From there, the consumer’s eye is led easily through the hierarchy of communication by a subtle use of arrow forms – the brandmark points to the flavor/formula which, in turn, points to the functional benefits.

The rest of the packaging elements appear against a dynamic field of blue. We brought forward the existing royal blue equity of dog products and infused it with an energetic cyan glow. To build a stronger branded presence across the entire aisle, we brought both cat and bird in line with the blue equity of dog.

An element of science is introduced through an own-able hexagonal shape that takes form in the prominent and official looking PriorityPro™ badge and in the distinctive pattern emanating upward from the lower left corner of packaging. The animal imagery – always a strong, active, but serious pet on the move ¬– is in profile to suggest a scientific diagram, with benefit claims clearly linked to x-rays of the affected body parts and presented in silver and the navy blue of the brand to signal confidence and technical efficacy.

The end result is an authoritative, functional and highly shop-able brand with a dramatically more powerful presence on shelf.