Named after the Adirondack Mountains in the Northeastern U.S., Adirondack pet food is a family operated and independent pet retail exclusive brand focused on creating tasty, highly digestible and nutrient-rich foods for dogs and cats. Finding its on-pack communication struggling to connect with consumers and increased competition in the market, the brand team looked to holistically refresh its portfolio.
To give purpose to the outdoorsy brand name, while still differentiating from competitors, we underwent an extensive strategic audit. Finding whitespace opportunity, we repositioned the brand to focus on pets and pet parents sharing life’s adventures – from the city to the mountains – together. The new positioning created an approachability that the brand previously lacked.
We brought exemplary adventures to life on pack with custom illustrations, leveraging bold colors to further differentiate the varieties. To establish cohesion in the portfolio and house the new brandmark, we reimagined the crisp brown mountain range from the original line. The communication hierarchy was rebuilt with impactful grain free communication and iconized benefits for increased shop-ability.