My company adopted this brand during one of its many business acquisitions. While the blue chevron was not intended to be used to encompass the logotype or product name, it eventually evolved into being the fixture that housed product name itself. This chevron has proven to be very intrusive, taking up the top third of every package and reducing the amount of space to be used for product information. Additionally, the chevron and logotype needed finesse.

I worked with the Marketing, Sales, and Regulatory departments to find a transitional solution for the brand. While the consumer favors and recognizes the chevron element, we hoped to eventually minimize the element’s footprint on the dielines. Previous registrations combined the brand name and product names; regulations specified that the brand and product needed to cover a specified percentage of the packaging. By educating Regulatory and Marketing on how to consistently file favorable name registrations with the EPA, I managed to separate the brand from the product name for future assets. As a result of the reduction of the brand elements, more space was allotted for messaging. A larger product name and more clear product benefits has greatly increased consumer experience and response while still maintaining elements of the brand that consumers look for when shopping for their beloved pets.