Side by Side
concept, design, marketing, branding, packaging, editorial, typography
While working at Redstone Media Group, my biggest project has been the ongoing project of rebranding all of Side by Side's content. This rebrand has been comprehensive and detailed. Working as the sole designer on this project, it was my responsibility to understand the client's needs and how to best position them for success in the market. Starting first with the logo, I knew we needed to give the brand more instant recognizability, so I created a unique icon that accomplishes this goal. When working on the packaging it was very important that I did my research, I spent many hours examining packaging from other successful pet food companies, learning what is expected to meet industry standards, as well as ways we can stand out from competition, and exceed those standards. Along with the logo and packaging, the extensive list of pieces I have done for Side by Side also includes: Sales Deck, Trade Show Content (backdrop, table cover, signage, shelf talkers, tent card, and mockup), Coupons, Window Sticker, Social Media Content, Digital Ads, Training Videos, and E-mail Blasts.
Logo Redesign
When redesigning this logo we knew the key was to have a more impactful icon, as the current icon did not scale well and also felt somewhat generic. Ultimately we landed on the three variations at the bottom, using the paw icon with the yin & yang pattern incorporated. This logo reflects Side by Side's key brand messaging of balancing your pet, as well as being a very unique and instantly recognizable icon. Creating three variations of the logo allows for the logo to be versatile and usable in any situation.
Packaging Redesign
Click the here to view packaging in more detail
When tasked with redesigning Side by Side's packaging, the first thing I noticed was that each line of products looks nearly identical to the last - on a shelf it would be very difficult to differentiate one product line from another. So a major goal of the redesign was to ensure all 7 of Side by Side's different product lines stand out from one another, while still maintaining a cohesive brand image, so consumers instantly know they are all Side by Side products. Another major key to not only the packaging but the rebrand as a whole is the blue circles pattern, derived from the same pattern that is found in a zen garden, once again reinforcing the idea of zen and balance, to support Side by Side's key brand message of balancing your pet. Unfortunately I am only able to share three of the lines' redesigns as the rest have yet to be released to the public.
Global Pet Expo
Click the image to view each piece in more detail
The image to the right is the preemptive mockup of the booth that was eventually built at Global Pet Expo 2023 for Side by Side. We wanted the main focus of the booth to be the products, so half the booth was taken up by the packaging display. The booth also had a table, tent cards, handout sheets of the product catalogue, and the backdrop on the right, all of which I designed.
Sales Deck
This is only a preview of the extensive 25-page sales deck. To view the full sales deck, click here
As a major part of Side by Side's rebrand, I designed a sales deck that goes over what their company offers and their values, as well as includes a product catalogue, and tables regarding product prices and information for pet stores when ordering their products. This was a very intensive part of the project as it was always ongoing, there was regularly information that needed to be changed and updated, and so it was my responsibility to make sure everything was always up to date. There were also 5 different versions of the sales deck for each salesperson, so I had to ensure each person always had the most updated sales deck.
