FINDING THE IDEAL BALANCE

HILL’S IDEAL BALANCE | BRAND REPOSITIONING

Hill’s is a trusted leader in pet nutrition. To maintain their strength in the marketplace they needed to reposition Ideal Balance to show that nature can nurture.

OWNER KNOWS BEST

This knowledgeable pet parent reads the ingredients. She stays informed on natural nutrition trends for both herself and her four-legged family. Hill's struggled to go beyond their clinical, vet-endorsed brand persona to engage this informed consumer.

Our design challenge was to reach her.

EMOTIONAL VS. RATIONAL

We started with our signature Brand Manifesto™ process. We immersed ourselves in the natural pet food category. We tested our brand positions and listened to consumers' perceptions. And we learned that the visual story we had to tell was about “Natural Ingredients in Perfect Balance."

The key word is balance; we created a brand whose visual language strikes a balance between deep emotional rewards of raising a healthy pet and rational assurance of a clearly-stated nutritional story.

A NATURAL EXTENSION

Following the successful launch of Ideal Balance, we were charged with bringing an artisanal product proposition to life.

The handmade treatment of the sub-brand 'Crafted' and 'Small Batch' seal were used to tell a story of balanced authenticity. Informational check boxes work to educate consumers while beautiful food photography provides the confidence to choose Ideal Balance Crafted over a vast field of competitors.