Parker Williams' Design of Walmart Private Label Pet Food Recognized with
Retailer Innovation Award in Packaging Design
BRADFORD, United Kingdom, Nov. 19, 2012
BRADFORD, United Kingdom, Nov. 19, 2012 /PRNewswire/ --Parker Williams, the
creative design agency of Sun Branding Solutions, created the award winning
packaging of Walmart's new private label brand of super premium dog food, Pure
Balance. Walmart took home an award for package design at the Store Brand
Decisions 3rd Annual Retailer Innovation Awards. The program presents awards
in four major categories including product development, packaging design,
consumer marketing and in-store merchandising. This year's program boasted
over 200 entries, with only 18 retailers executing a win in various category
awards.The awards ceremony took place on November 12, 2012 during the Private
Label Manufacturers Association Private Label Trade Show in Chicago.
Parker Williams was the strategic design agency chosen to work with Walmart on
creating Pure Balance. 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, '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 dog's 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
According to the March 2012 study by the American Pet Products Association,
consumers will spend $21 million on pet food in 2012. As ultra premium
continues to be a fast growing segment of the dog food market, the impact of
differentiating from value offerings is expected to move Pure Balance off the
About Sun Branding Solutions
Sun Branding Solutions is a wholly owned subsidiary of Sun Chemical, the
world's largest producer of printing inks and pigments. Sun Branding Solutions
provides turnkey packaging launch solutions for brand owners and private label
retailers from creative design through to legal sign-off, global color
management to print, delivered as five separate functions, all of which
combine to provide clients with a complete branding solution. Sun Branding
Solutions can be found at www.sunbrandingsolutions.com.
Parker Williams is the creative design agency of Sun Branding Solutions, for
further information visit www.parkerwilliams.co.uk.
SOURCE Sun Branding Solutions
Contact: Kim MacKenzie, Hollywood Public Relations, +1-781-378-1483,
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