Packaging That Sells

The Drake // Chicago, IL

Fall // 2018

Creating a Premium Brand in a Commodity Market — Making the Decisions that Lead to Success

Melissa Ross, Director of Marketing and Education, Oxbow Animal Health
Stefan Hartung, Co-founder, EVP Creative Lead, Ideas That Kick

When is hay so much more than just hay? When it’s a bag of premium nutrition for your daughter’s precious bunny rabbit, naturally. With family pets increasingly being perceived as family members, opportunities for premium pet care branding live on almost every shelf in the pet store. Hear the co-presenters share the story of the Oxbow Animal Heath small pet care line packaging and brand refresh, including tips on:

  • Knowing when to change the package functionality to align with brand quality
  • Creating good, better, best strategies within a product line that translates into packaging
  • Creating branding that tells a bigger story and educates
  • Assessing and knowing when to update a brand’s identity system to keep all things aligned


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Brand Packaging