| Halo
2010 REBRAND 100 Winners > merit
Industry: Consumer Goods and Services
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Halo Purely for Pets is a legend among enlightened pet enthusiasts. The Halo story began in founder Andi Brown’s kitchen, where she created Spot’s Stew for her beloved cat. Spot thrived and so did Halo’s business — which has grown to include a full line of human-grade dog and cat foods, as well as a line of all-natural, chemical-free treats and grooming products.
Challenge - To prepare Halo for a broader launch into new retail channels, its new private equity partners engaged Catapult Thinking to re-imagine the brand's presentation at retail. The challenge was to celebrate the values at the core of the brand, while refining the brand's positioning, identity, packaging and messaging to compete more confidently amid the growing premium tier pet food category.
Strategy - The brand strategy relied on using the short, simple Halo brand name as a bold, clear marquee on every package, creating name recognition for this unadvertised brand. Warm illustrations of loving owners and happy pets stood out against the photographic approaches of key competitors. A new line logic, packaging information hierarchy, and verbal branding guidelines kept the original story compelling and concise.
Result -The Halo brand message connected immediately with consumers, the press and retailers, securing the PETCO and Whole Foods accounts. Pet advocate and talk show host, Ellen DeGeneres, has since purchased a significant stake in the company. She now features Halo products on her TV show and has become the voice of the brand on the company's website.
Credits:
Client: Halo, Purely for Pets - www.halopets.com
President, Halo Purely for Pets: Alan Kerzner
Operating Advisor, Pegasus Capital Advisors: Lewis M. Taffer
Brand Strategists/Designers: Catapult Thinking - www.catapultthinking.com
Brand Strategist: Jeff Pacione
Creative Director: Jim Adorney
Senior Designer: Steve Rowe
Designers: Laura Dalrymple
Content Director: Mike Floreak
Writers: Andrew Graham, Cara Gillotti
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