CBX, a leading brand agency based in New York, announced today their collaboration in the creation of a new name and identity for Big Heart Pet Brands, previously Del Monte Foods’ (DMF) Pet Products business. Big Heart Pet Brands is home to a number of iconic and beloved brands, including Milk-Bone®, Meow Mix®, Natural Balance®, Kibbles ‘n Bits®, 9Lives®, Milo’s Kitchen®, and Nature’s Recipe®, among others. The development of the new name and identity, unveiled late last month, follows the company’s sale of its Consumer Products division to Del Monte Pacific Limited (DMPL).
CBX used their rigorous naming methodology to help Big Heart Pet Brands arrive at a name that would be unique within the pet category, yet remain relatable and relevant for all audiences. The firm built the creative foundation for naming based on the company’s purpose and broad, accessible portfolio of pet food and treats brands. The name Big Heart Pet Brands showcases the company’s desire to nurture the bond between pets and the people who love them. “Big Heart Pet Brands doesn’t believe in owning pets. They believe in loving them. We strongly believed the name should live up to this core belief,” said Rachel Bernard, Strategy Director at CBX New York, “The objective to show an unparalleled passion for pets truly inspired us—the result is a unique name that we believe advances the strategic vision of this category leader.”
CBX also developed a new visual system for the company. At the core of the visual system is a dynamic new “heartpaw” logo that reinforces the company’s love for pets and desire to continually create better solutions for them. The logo represents both a pawprint—to root the company in the pet category—and a heart to convey the bond between pet and pet parents. The highlight “shine” marks used within the broader visual identity symbolize positivity, energy and innovative thinking. “Simple yet impactful, the identity signals a strong position in the pet space and a bright future for the company and the pets it supports,” said Rick Barrack, Founding Partner and Chief Creative Officer at CBX.
The CBX design and environments team collaborated with Big Heart Pet Brands to redesign the San Francisco headquarters over President’s Day weekend in the new visual identity system, so employees started day-one at Big Heart Pet Brands fully immersed in the new company.
“The launch of Big Heart Pet Brands is a landmark event. Our partners at CBX worked closely with our creative services and consumer insights groups and with our executive team to create a name and visual identity that truly captures the spirit of our organization and our vision for the future,” said Carl Johnson, EVP, Marketing & Chief Growth Officer at Big Heart Pet Brands.