Publication: Interiors & Sources

Redesign Motivates Employees at Pets Product Business

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October 6, 2015

See how the office layout and decor energized the workforce

An office redesign can be the ultimate embodiment of how a new brand can motivate and energize a company’s employees, as demonstrated by the collaboration between brand agency CBX and Del Monte to create a new name and visual identity for its pet products business.

The company’s pet portfolio included several iconic brands, including Milk-Bone, Meow Mix, Natural Balance, Kibbles ‘n Bits, 9Lives, and Nature’s Recipe. Using its proprietary naming methodology, CBX first created a new name: Big Heart Pet Brands. It then developed a new visual identity centered on a “heartpaw” logo that combines a paw print with a heart to convey the emotional bond between pets and their “parents.”

Part of the assignment involved redesigning the client’s San Francisco headquarters to incorporate the new identity. The challenge was to implement the plan over a three-day weekend, so that when employees arrived for work the following Tuesday, they would learn for the first time they were working for a new brand.

“Because we had so little time, we kept things very simple and went very big with it,” explained Joseph Bona, president of branded environments for CBX. “We wanted […]

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