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Pet Food News / Pet Food Packaging
on February 11, 2015

Barkworthies to unveil extensive new branding

New logo, advertising, packaging and website to be presented on March 1

Barkworthies plans to unveil extensive branding efforts, including updates to its logo, advertising, packaging and website, on March 1.

“Barkworthies is an innovative brand with all-natural, healthy products that are deliciously appealing to canines,” says Bill Chilian, marketing vice president at Barkworthies. “Our rebranding updates are meant to reflect these qualities and help our products be more appealing to shoppers on-shelf and online. Overall, the rebranding better communicates the selling points of the brand and our individual products in a consistent, organized way that’s easy to understand.”

The company’s new tagline is, “Naturally Healthy, Naturally Happy.”

Barkworthies said it rebranded based on feedback from trade, and to improve consistency across all channels for better products recognition, and to grow the emotional connection customers have with the brand, by reflecting the bond between pet parents and their pet.

In its new packaging, the company’s retailers and consumers can expect to find more product information in an easier-to-understand format, color-coded protein call-outs, unified packaging presentation, and improved merchandising and the opportunity to create a billboard effect when merchandised together.

Also with its new branding, Barkworthies is incorporating animal rescue by featuring rescue dogs in its new packaging and trade ads. A full campaign involving ongoing financial support and product donations to animal rescues will be launched later this year.

The new website will feature updated retailer partner listings, more intuitive navigation, more in-depth product information, and refined filtering capabilities.

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