March 11, 2014 11:08 ET

CBX Collaborates on New Company Name and Identity for Big Heart Pet Brands

NEW YORK, NY--(Marketwired - Mar 11, 2014) - CBX, a leading brand agency based in New York, announced today their collaboration in the creation of a new name and identity for Big Heart Pet Brands, previously Del Monte Foods' (DMF) Pet Products business. Big Heart Pet Brands is home to a number of iconic and beloved brands, including Milk-Bone®, Meow Mix®, Natural Balance®, Kibbles 'n Bits®, 9Lives®, Milo's Kitchen®, and Nature's Recipe®, among others. The development of the new name and identity, unveiled late last month, follows the company's sale of its Consumer Products division to Del Monte Pacific Limited (DMPL).

CBX used their rigorous naming methodology to help Big Heart Pet Brands arrive at a name that would be unique within the pet category, yet remain relatable and relevant for all audiences. The agency built the creative foundation for naming based on the company's purpose and broad, accessible portfolio of pet food and treats brands. The name Big Heart Pet Brands showcases the company's desire to nurture the bond between pets and the people who love them. "Big Heart Pet Brands doesn't believe in owning pets. They believe in loving them. We strongly believed the name should live up to this core belief," said Rachel Bernard, Strategy Director at CBX New York. "The objective to show an unparalleled passion for pets truly inspired us -- the result is a unique name that we believe advances the strategic vision of this category leader."

CBX also developed a new visual system for the company. At the core of the visual system is a dynamic new "heartpaw" logo that reinforces the company's love for pets and desire to continually create better solutions for them. The logo represents both a pawprint -- to root the company in the pet category -- and a heart to convey the bond between pet and pet parents. The highlight "shine" marks used within the broader visual identity symbolize positivity, energy and innovative thinking. "Simple yet impactful, the identity signals a strong position in the pet space and a bright future for the company and the pets it supports," said Rick Barrack, Founding Partner and Chief Creative Officer at CBX.

The CBX design and environments team collaborated with Big Heart Pet Brands to redesign the San Francisco headquarters over President's Day weekend in the new visual identity system, so employees started day-one at Big Heart Pet Brands fully immersed in the new company.

"The launch of Big Heart Pet Brands is a landmark event. Our partners at CBX worked closely with our creative services and consumer insights groups and with our executive team to create a name and visual identity that truly captures the spirit of our organization and our vision for the future," said Carl Johnson, EVP, Marketing & Chief Growth Officer at Big Heart Pet Brands.

About CBX
CBX is a brand agency specializing in corporate identity, consumer branding and retail. The company, with its current staff of more than 130 employees, was founded in 2003 and has a client base that includes Dr. Pepper Snapple Group, General Mills, Kimberly-Clark, Scotts Miracle-Gro A&P, Pathmark, Saks Fifth Avenue, Lord & Taylor, Wawa, and PetroChina. In addition to its New York City headquarters, CBX has an office in Minneapolis, and through the CBX Worldwide Partnership, operating offices around the globe. The firm was ranked #282 in the Advertising & Marketing industry for the 2011 Inc. 500|5000 list of fastest growing private companies. CBX was named a "Design Firm of the Year" in Display & Design Ideas magazine's Portfolio Awards 2013 based upon results of a reader-driven survey.

About Big Heart Pet Brands
Big Heart Pet Brands is one of the largest producers, distributors and marketers of premium quality branded pet food and pet snacks for the U.S. retail market. The company's brands include Meow Mix®, Kibbles 'n Bits®, Milk-Bone®, 9Lives®, Natural Balance®, Pup-Peroni®, Gravy Train®, Nature's Recipe®, Canine Carry Outs®, Milo's Kitchen® and other brand names.

Big Heart Pet Brands doesn't believe in just owning pets. It believes in loving them. The company is committed to the well-being of pets and the people who love them. With a focus on nourishing the bodies and spirits of cats and dogs, Big Heart Pet Brands makes quality products that meet pets' needs and exceed pet parents' expectations. Its portfolio of brands, with a foundation in food and treats, caters to every pet life stage and every family's budget through the availability and accessibility of its products.

For more information, visit the Big Heart Pet Brands website at