Walmart wins award for private-label pet food package design

BRADFORD, U.K. — Walmart took home an award for its private-label pet food package design at the Store Brand Decisions third annual Retailer Innovation Awards. The package label for Pure Balance was created by Parker Williams, Sun Branding Solutions’ creative design agency.



Awards are given in four major categories, including product development, packaging design, consumer marketing and in-store merchandising. This year's program boasted more than 200 entries, with only 18 retailers executing a win in various category awards. The awards ceremony took place Nov. 12, during the Private Label Manufacturers Association Private Label Trade Show in Chicago.



The Parker Williams team was charged with devising a compelling brand identity and packaging that would set the product apart on shelf, in this highly competitive category of pet food. The brand design concept was based on consumer insight that recognized the dog as a member of the family, and, as such, a heightened willingness from owners to give their dogs the best they can afford. With the packaging, Parker Williams and Walmart looked to elevate the emotional appeal by positioning Pure Balance not as “dog food,” but rather as “food for dogs.”



The design to convey “food for dogs” was delivered graphically with careful consideration of the role of the ingredients, the dramatic impact of color and the tone of voice on the pack. The team also delivered a strong navigation system to make it easier for customers to find the right food solution to satisfy their dogs’ individual needs.



Pure Balance, rolled out exclusively in more than 2,900 Walmart stores this past July, is the retailer's first super premium dog food, containing no soy, wheat, corn additives, artificial colors, preservatives or chicken byproducts.