Pawsafe
As the in-house Art Director at The Bramton Co., I directed the branding and packaging design for the initial six SKUs in the Pawsafe line of Household cleaners.
The Outcome
The Challenge
Pawsafe was a brand new line of household cleaners that targeted safety for both kids and pets. It was marketed to Pet Specialty boutiques as a new entry point for Toilet Cleaners and Floor Cleaners but they would be marketed together on shelf as a product family. Breaking into a new offering in Pet Specialty required deep industry research.
This research was conducted in conjunction with the Simple Solution rebrand so we “piggy-backed” research onto the Focus Groups for the parent brand.
Production timelines were extremely tight so we had to move fast and strategically.
The Role
As the Senior Art Director on the Simple Solution brand, I designed the packaging to ensure the new Simple Solution branding did not fall by the Way-side along with the launch of the new Paw-safe sub-brand.
I directed the photoshoots of the pets and kids, booked the models, retouched the images and used the process as a training demo for in-house designers as a standardized process.
I also mentored in-house designers on flexographic label best practices and guided them in the art of strategic design of complicated label print production. I also mentored in-house designers in press-check best practices and digital mock-up production for marketing and advertising.
The Bramton Co. succeeded in securing distribution of Pawsafe in both PetSmart and PetCo. on deadline. Our in-house team of designers and production artist grew exponentially in their career with a solid understanding of retouching, pre-press production, flexographic design, and press check performance under my tutelage. I’m proud to have lead such a gifted team of designers to achieve a nearly impossible deadline without compromising brand standards.
