Featured Project: Middle West Distributors Inc. MiPet Shampoo

Project Goals:
Middle West Distributors Inc., a manufacturer of pet supplies and products, was looking for a unique package design that would stand out from the competition and feature the company's full line of shampoo scents in an economical way.

Project Challenges:
The complete shampoo line included eight different fragrances, a quantity that would normally make it cost-prohibitive to print in full color within the client's budget. Secondly, the client's criteria included building on current branding by using Milo, their company's product mascot. Finally, the client wanted to differentiate their product from the competition.

Project Results:
A new illustration of Milo in a humorous pose was commissioned to strengthen existing branding strategies and to differentiate Pet Factory's shampoo. Milo's washtub antics created a fun, playful product label unlike the more serious, real-life photography used by the competition. This creative adaptation of existing artwork not only saved costs but also added a humorous element to the packaging that more appropriately fit the company's branding strategy. To avoid a costly printing process, Tandem Design developed full color packaging that allowed the illustration of Milo to remain the same on each bottle, changing only the bubble color to match the shampoo color and the scent name. This incorporated only a two-plate change, a more cost-effective solution to differentiate each fragrance.