Getting Back Into the Game.
A Bold and Exciting New Brand for a 60 Year Old Company.
Project Overview
The brand creation was the cornerstone of a new marketing strategy that enabled the company to leverage 60 years of industry leadership as well as emphasize its completely new business model. The result was a trademark that is both contemporary and memorable. The “X” in XPet tells the story… experience, expertise, excellence, excitement…these are all founding principals of the company, which made the name XPet a natural decision.
The Challenge
Once a leader in the wholesale pet supply industry, now found it increasingly challenging to compete effectively. The strategy needed to convey a break with their mistakes while focusing on their leadership history, and be in place for the largest industry trade show.
The Solution
A “bridge” concept was developed that used humble messaging sprinkled with humor. This allowed the company to acknowledge the mistakes and promises made in the past while promoting a completely up-to-date business model.
What Was Accomplished
• Identity and Logo System
• Advertising
• Direct Mail
• Trade Show Exhibit
• Packaging
• Website
• Concept and Messaging
Website
Trade Ad
Direct Mail
Direct Mail
Representation of Trade Show Program
Effectiveness
The client was extremely impressed with the “bridge” concepts and the humor made them feel comfortable with coming clean about the years of poor management. The feedback was very positive at the trade show from customers and prospective customers, including established companies such as Target and Walmart.
“The show went amazing!! We couldn’t be happier or more impressed with your work.”
