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.