Carlson Pet Products

My Role: Brand Strategy · Creative Direction · Packaging Design · Photo Art Direction · Brand Standards

Refreshing a brand to compete at retail

Carlson Pet Products had built a strong position in the pet safety category, but increasing competition and an outdated packaging system put the brand at risk. Retailers were threatening to replace Carlson products with competitors unless the packaging was modernized.

I led the packaging refresh across the product line, creating a more contemporary and cohesive retail presence while maintaining the recognizable Carlson brand. I simplified the packaging hierarchy, refined product messaging to focus on key selling points, and elevated product photography to better communicate the quality and functionality of each product.

With a limited photography budget, I developed a cost-effective solution by extracting products from existing photography and compositing them into modern home environments, creating a more aspirational visual language without the expense of new photography for every SKU.

The success of the packaging refresh created an opportunity for a broader brand repositioning. I led the development of a comprehensive Brand Style Guide covering brand voice, photography, website, social media, and packaging, establishing a consistent foundation for the Carlson brand across consumer touchpoints.