About(Previously Del Monte Foods’ Pet Products) “Big Heart Pet Brands is the largest standalone producer, distributor and marketer of premium quality, branded pet food and pet snacks for the U.S. retail market. The company’s brands include Meow Mix®, Kibbles ‘n Bits®, Milk-Bone®, 9Lives®, Natural Balance®, Pup-Peroni®, Gravy Train®, Nature’s Recipe®, Canine Carry Outs®, Milo’s Kitchen® and other brand names. Big Heart Pet Brands’ portfolio enjoys strong U.S. market share, and is #1 in the dog snacks category, #2 in Dry/Wet Cat and #3 in Dry Dog.”
Related link: CBX Press release
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.
Read the full press release: CBX Collaborates on New Company Name and Identity for Big Heart Pet Brands
The “heartpaw” icon is kind of cute, except that it’s not really a paw and it barely registers as a heart. Look at how paw prints are usually represented and here the toes are far too thin and the forced heart is the inverted paw pad — before reading the release I thought it was a dog snout, shiny from the wetness of dog snouts and the sunburst-y rays were the dog smelling. The typography is fairly serious and heavy-handed for the fun-loving attitude they were aiming for. At least it’s not called the prescriptive “Del Monte Foods’ Pet Products” anymore.