From 'dog food' to 'food for dogs'

The Challenge

In a highly competitive category, this super premium recipe innovation from Walmart offering the very best dog food, gave us the opportunity to engage dog lovers with a new brand proposition packed with emotional appeal. All a dog needs and nothing more.

"Parker Williams' design excellence created a new standard in pet food packaging with the launch of Pure Balance. The packaging is considered by many to be best in class competing with mega brands such as Hills Science Diet, Blue Buffalo and Nutro."


What we did

The insight that inspired our brand idea is that a dog , to its owner, is part of the family. The food choices made for 'man's best friend' are correspondingly important. Pure Balance is not just another 'dog food'; it is 'food for dogs', with all the emotional appeal that brings. Our design concept dramatizes that idea graphically and breaks with conventional category codes: an arresting image of a natural, unprocessed and wholesome food ingredients using editorial style photography and lighting, dark earthy colours. There's not a dog in sight on front of pack.

A strong navigation system makes it easy for customers to find the right food solution to satisfy their dog's individual needs.

The brand name, Pure Balance, reinforces the promise of nothing but the best ingredients blended for great nutrition. An elegant lock up of initials P & B create a distinctive brand icon; a premium badge of quality reassurance across the range as it grows.


Pure Balance took home an award for packaging in Store Brands Decisions Innovation Awards in 2012 and is now ranked 7th amongst premium pet brands in the US. In the last two years it has been the fastest growing brand in the Walmart portfolio, extending into new product formats and categories within dog food. Nor have cats been forgotten: a recent brand line extension takes care of their needs too.