Pet Carousel Rebrand

Creative Agency: Ideas that Kick
ECD: Stefan Hartung
Copy Director: Brian Beatty
Senior Designer: Kate Carlson
Project Type: Produced, Commercial Work
Location: Minneapolis, MN USA

Cargill recently tapped Minneapolis-based design agency Ideas that Kick when it was time to rebrand new product offerings it had acquired in the pet chews and treats category. The assignment included updating the existing Pet Carousel brand and packaging.

Kick’s previous category work in premium pet foods gave the agency a head start, but a quick, invaluable education in bones and chews resulted in a more authentic, all-American brand story.

The project was full of challenges — from formats that had to be packaged (bones to chews), to grease resistance, to operational implementation at the plant and strong shelf presence.

Packaging debuted at SuperZoo 2014 and will start rolling onto store shelves by the end of 2014.

The Unique Points Of The Packaging:
The project was full of challenges — from formats that had to be packaged (bones to chews), to grease resistance, to operational implementation at the plant and strong shelf presence.