Parker Williams' Design of Walmart Private Label Pet Food Recognized with Retailer Innovation Award in Packaging Design

Nov 19, 2012, 13:00 ET from Sun Branding Solutions

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 by-products.  

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 shelf.

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

Parker Williams is the creative design agency of Sun Branding Solutions, for further information visit

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