BRANDING FROM HEAD TO TAIL
For 30 years, Halo has been creating holistic pet foods that rely on whole meat, poultry and fish, while never using any “meat meal.” The brand’s pet nutrition philosophy drove their desire to create a “whole new” pet food category: one that represented the brand’s holistic and humane approach to ingredient sourcing, recipes, nutritional value, and welfare of all animals. The brand team sought the expertise of Kaleidoscope to achieve this goal and rebrand Halo as a more premium offering while being mindful to not alienate their core of loyal customers. Through in-depth consumer research and concept testing, our teams developed a brand identity, positioning statement and packaging design that aligned to the brand’s promise, while simplifying the portfolio and hierarchy to create an easier shopping experience for consumers. Adapting the design to nearly 150 SKUs and developing merchandising shelf sets and marketing materials, Kaleidoscope has guided the brand to achieve early success and positive feedback from retailers nationwide.