Carlson Pet Products
Brand Reposition, Package Refresh & Photo Editing for pet safety brand
Carlson Pet Products began when they realized pet gates didn’t exist. Pet owners were using baby gates and while that worked, it wasn’t the best solution. Since their start, more competitors have joined the industry, resulting in competition for Carlson in the pet safety category.
Carlson’s retailers threatened to drop their line of products and replace them with their competitors if they did not improve their outdated packaging. In order to reflect their durable and innovative products, I redesigned the entire line of packaging to bring a modern approach that was still recognizable to the consumer. The Carlson brand color scheme remained the same, however, I decluttered the packaging by simplifying the copy to include only key selling points and emphasizing product photography.
Many products required new modern photographs for the packaging. Due to a limited budget, I edited multiple photos by extracting the products from the original outdated photo and input the product into photos that showcase modern home interior design.
The success of the packaging refresh inspired an overall brand identity update. I led the rebrand process by creating and implementing a Brand Style Guide. The guide includes detailed information for the brand voice, photography, website design, social media, and package design.