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Brand Recognition

February 29, 2012

Redesign of Cardinal’s Pet Botanics Brand Packaging Presents a Consistent Brand Message to Consumers

New Pet Botanics dog food and treat packaging is bolder and brighter, plus the flavors are color-coordinated. To see the difference, the old Healthy Omega Gourmet Dog Food bag is in the back on the left.

AZUSA, Calif. Last year’s introduction of Pet Botanics Healthy Omega Gourmet Dry Dog Food brought about a complete restyling of the packaging for the Cardinal Pet Care brand, and now the new packaging has been further updated to more effectively showcase the delicious and healthy food and treats inside.  The revamped branded packaging more thoroughly tells the story of each product’s advantages through cleaner graphics and fonts, better logo placements, clear-view windows and color-coordinated flavors, making each product and product flavor easily recognizable on store shelves while retaining the same overall design that allows Cardinal to present a consistent brand message.

As the impetus for last year’s packaging redesign, the bag for Pet Botanics Healthy Omega Gourmet Dog Food is still made from EarthFirst PLA film, a biodegradable and compostable plastic made mostly with corn, and this fact is now prominently displayed in a feature circle on the front of the bag, along with other circles that contain information about the food’s low glycemic and grain-free ingredients.  The Pet Botanics logo has been moved to the upper left corner of the bag, allowing more space front and center for product information.  The new cleaner, green font used for the product name alludes to Cardinal’s commitment to pets, people and the planet, while other wording is done in blue and black in a smaller, bold font, which stands out against the predominately white background.

The packaging for Pet Botanics Omega Treats, Training Rewards and Dog Food Rolls got makeovers, as well.  The Treats and Rewards now have the same design as the Healthy Omega Gourmet Dog Food bags but with the added feature of a clear-view window which allows customers to see the natural goodness of the treats right on the store shelves.  New Training Rewards packaging also informs customers of the number of treats in the bag, enabling them to readily see the value of the products.  The package for the Dog Food Rolls has been completely revamped, with the same design, fonts and flavor color-coding of other Pet Botanics products.  For retailers, these package changes will help to increase sales, as customers will be more willing to purchase several Pet Botanics items due to brand association made through the similar packaging.

Cardinal Pet Care’s goal is to leave no carbon footprint behind.  The 60-year-old company replaced a variety of power-drawing fixtures with energy-efficient alternatives.  It also replaced the building’s skylights with prismatic units, added sensors that turn off lights when an area is vacated, and installed a “white roof” with 320 American-made solar panels covering 5,440 square feet of roof space.  These changes have reduced the energy load so significantly that Cardinal was able to install air conditioning in the factory and actually gives power back to the city of Azusa.

Pet Botanics Healthy Omega Gourmet Dog Food is available in three flavors – Salmon, Chicken and Lamb; Omega Treats are available in Chicken, Salmon, Tuna and Duck; Training Rewards come in two sizes – regular and mini – and three flavors:  Beef, Bacon, Chicken and Lamb; and Dog Food Rolls come in Beef, Chicken and Lamb.  For more information, contact Cardinal Laboratories at 800-433-7387 or visit www.cardinalpet.com.

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