Kroger Abound Pet Foods
In the midst of a redesign of their own-brand value pet food, Kroger asked CMA for help in creating brand positioning for their better value/middle tier and best value/super premium pet foods.
We developed three positioning statements for each tier based on the needs of the core targets, a credible point of difference with reasons to believe, and the frame of reference or competitive set.
We were awarded the design work for the Kroger super-premium pet food brand, ultimately named Abound.
The Abound design is packed with visual cues that resonate with the super-premium pet food shopper, who focuses on the food itself, rather than a large image of a representative pet.
Matte finish, craft-paper color, and rough typography combine to signal freshness, and the presence of human hands at work bringing this pet food to the shelf.