Making Private Label the Preference for Pets

Priority Total Pet Care is a private label pet care brand owned by supermarket giant Albertsons Safeway. The previous brand and packaging system was textbook private label despite the efficacy and proprietary formulation of the product. Albertsons Own Brands team asked Trinity Brand Group to help realize the potential of the brand through clear on-shelf positioning, a new identity and package design that promised expertise and quality.

The new Priority Total Pet Care brand has stopping power. It asserts authority in the category and inspires trust. The system is flexible enough to span eight categories within pet care, with line extensions in natural and grain free, key drivers of category growth.



Standing Out Amidst a Sea of Happy Dogs

Price is typically a key driver of quality perception amongst national brands, but Priority’s proprietary protein blend had the ability to disrupt that equation and offer superior nutrition at an accessible price. Additionally, pet owners consider their pets to be their children and seek out the best products they can afford for them. The sea of happy, running pets on typical category packaging left room for a brand positioning rooted in effectiveness.



Purposefully Unconventional

We developed a differentiated positioning that focused on the extraordinary benefits of a truly functional brand. The strategy, super-functional performance for pets, squarely hits the cross section of function and science, a definitive step away from the purely emotional branding approach of the competitive set. The strategy provided a foundation for creating a bold, active packaging system that evokes authority, confidence and expertise.



The Power is in the Package

The new brandmark design portrays strength and seriousness. The packaging architecture leads the consumer through a clear communication hierarchy, using arrow and angle forms to guide the eye. A strong animal poised for action, x-ray callouts and a diagram approach to benefit communication signal strength and scientifically proven efficacy. Core SKUs take on the equity blue, creating strong impact at shelf. The natural and grain-free lines utilize a natural color palette and a strong focus on high-quality ingredients to appeal to that segment’s consumer.

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