Praise Complete
SailPointe’s first challenge was to evaluate Federated’s existing Praise Complete brand. The brand was conceived as a National Brand equivalent. SailPointe’s challenge was to explore how store brands approach brand strategies in the pet food category. We wanted to create a brand with its own look on the shelves and compete with other pet food brands.
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The initial rollout consisted of 5 SKUs, and the brand has grown to over 20 SKUs, including dog and cat food, with more SKUs to come.
What Sailpointe Did
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Logo Redesign: Created a hand-lettered, emotionally rich logo that’s distinctive and instantly memorable.
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Brand Positioning Shift: Transitioned the pack from a generic, clinical feel to a relatable, warm tone with emotional appeal.
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Lifestyle Integration: Positioned the product as part of daily home life—placing the viewer in a familiar setting with a happy, healthy dog.
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Balanced Messaging: Harmonized emotional storytelling with credible nutritional claims and clear structure.
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Best Friends Deserve Praise
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SailPointe originally developed the Praise Complete brand to deliver quality pet food to budget-conscious consumers. Over time, it has become so much more—expanding its product offerings and redefining store-brand pet food branding. SailPointe created a store brand with a national brand personality.
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Logo Redesign by SailPointe Creative
Brand Identity by SailPointe Creative
Packaging Redesign by SailPointe Creative
