Barkworthies Gets a New Look
Barkworthies (booth 3689) has re-branded its logo, advertising and packaging. The new tagline, “Naturally Healthy, Naturally Happy,” that accompanies the logo further reinforces the brand’s ideals and commitment to quality.
“Barkworthies is an innovative brand with all-natural, healthy products that are deliciously appealing to canines,” says Bill Chilian, vice president of marketing at Barkworthies. “Our re-branding updates are meant to reflect these qualities and help our products be more appealing to shoppers on-shelf and online. Overall, the re-branding better communicates the selling points of the brand and our individual products in a consistent, organized way that’s easy to understand.”
The re-branding effort was initiated to improve consistency across all channels for better product recognition and to grow the emotional connection customers have with the brand, by reflecting the bond between pets and their owners.
The unified packaging presentation features more product information in an easier-to-understand format, color-coded protein call-outs (chicken, beef, etc.), improved merchandising and the opportunity to create a billboard effect when merchandised together.
The company is also incorporating animal rescue into its branding. Every dog featured in the new packaging and trade ads are shelter dogs, and a full campaign involving ongoing financial support and product donations to animal rescues will be launched later this year.
The company’s website was also redesigned and features updated retailer partner listings, more intuitive navigation and in-depth product information, and refined filtering capabilities—for example, it just shows “hypoallergenic,” “made-in-USA products,” etc.