When the Pacific Bird founders, who were sisters and birding gurus, took ownership of the line, they knew that the existing identity was dated and lacked the passion that they had for birds. They also knew there was a huge void in the marketplace for premium natural wild bird treats in an industry that was beginning to gain in popularity. Our biggest challenge in beginning our work in positioning the line to market to the female consumer was the ick factor, as the products we were selling were essentially bugs. This became the foundation for our thinking as we started our work in developing the new brand.
[ Strategy: Brand Positioning Boards ]
When positioning Pacific Bird in the wild bird food marketplace, the brand had to bridge the gap between the primary audience of casual birdwatchers and the secondary audience, expert bird enthusiasts. Our two distinct brand clarity style boards took unique approaches: the first targeting the social female mindset, and the second embodying the natural explorer.
[ Brand Development: Naming ]
Pacific Bird needed a new brand name for their new mass packaging line. Our exploration included names with PB initials, food-focused solutions, references to nature, and playful twists on birding lifestyle.
[ Identity and Packaging: Logo and Package Design Exploration ]
In rebranding the Pacific Bird wild bird food and treats line, our biggest challenge was getting past the “icky” perception of the product — which was essentially bugs. Our design concepts embraced this idea with an honest representation of the bugs using large type, pictures of the insects, and supporting icons and copy that educated the consumer on the benefits of feeding with natural wild bird treats. Themes from trading to nature were explored, with references to John Gould illustrations and vintage elements creating a familiar aesthetic.
[ Identity: Final Logo ]
Our final solution took a clean, sophisticated, yet optimistic approach. In the mark, a modern silhouette of a bird interacts with a playful “PB” form that resembles either a worm or a thread, symbolizing the wide scope of birding lifestyle products offered by the company.
[ Identity: Brand Extension Logo Design ]
The final mark for the selected name “PureBird” was a clean, friendly type treatment that referenced the style of the Pacific Bird logo, with the same bird silhouette perched on a letterform to tie the two marks together.
[ Packaging: Brand Extension ]
The PureBird packaging had to visually connect to the Pacific Bird brand while maintaining its own look and feel. An overall bolder approach was taken, with a darker natural background and stylized large bird photography with unique croppings. Unique icons were developed to inform the user of product benefits, features, and directions. A bright and playful color palette brought personality to the design and helped identity product on the shelf.
[ Packaging: The Pacific Bird Line ]
Our final solution for the Pacific Bird packaging balanced the beauty of birds and nature with bold, honest representations of the insects inside the cans. Bold bird photography and a graphic branch changed color depending on the package, mimicking the range of colors found in nature. Photography of insects blended seamlessly with the berries and nuts found in the products, communicating the gourmet roots of the product.
Winner, American Package Design Awards, 2010
[ Digital Media: Website ]
The colorful interpretation of birding established in the Pacific Bird brand was taken to the next step in the website design with the introduction of a lifestyle connection, with photography of people interacting with the birds for an emotional appeal. The bold, honest typographic approach was continued in the headers and subheads; information was organized and easy to navigate for an overall clean and modern aesthetic.
[ Video: Looping Animation ]
Pacific Bird needed a looping animation to play on the flat screen of their debut show, the high traffic SuperZoo show in Las Vegas. Clean product photography, beautiful bird imagery, and informative graphics featured the product line and benefits in an organized, easy to follow format.
[ Space: Trade Show Booth Concepts ]
For their brand debut at SuperZoo, Pacific Bird wanted to translate the brand elements established in the rest of the collateral to a booth design in a bold way. Two distinct concepts were presented; the first utilized a modular illuminated grid structure with bold, graphic colors and photos, and the second was a cleaner structure that connected more closely to the look established in the packaging and website.
[ Space: Trade Show Booth ]
Our final solution was a lightweight, cost-effective system that allowed for oversized graphics in full color. Offset acrylic panels housed a flat screen with a looping branded product video and served as display space for key products.