PetSmart·2022

Arcadia Trail

Adventurous outdoor pet gear brand identity, packaging system, and visual guidelines developed for PetSmart's performance line.

Client

PetSmart

Year

2022

Brand Systems & Identity

Logos and guidelines a team can actually use every day.

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Creative Role

Developed the sub-brand identity, badge iconography, outdoor lifestyle color palette, typography standards, and packaging label hierarchy.

Challenge & Focus

Position a rugged outdoor pet gear line to compete with specialty outdoor retail brands while maintaining disciplined visual alignment with PetSmart's master brand architecture.

Outcome & Impact

Created a standout, adventure-ready brand presence that successfully expanded into dozens of SKUs across apparel, harnesses, and travel gear.

Creative Concept & Execution

Rugged Authenticity for the Trail

PetSmart introduced Arcadia Trail to meet growing demand for high-performance outdoor adventure gear among active pet parents. To compete effectively alongside established outdoor lifestyle brands, the sub-brand required a visual identity that felt authentic, rugged, and trail-tested—while maintaining clear brand harmony within PetSmart stores.

The identity pairs a bold, geometric mountain badge mark with utilitarian typography and an earthy, nature-inspired palette. Packaging guidelines establish clear visual hierarchy across diverse product forms, from apparel hangtags and harness wraps to travel hydration packs and safety gear, ensuring sizing, durability ratings, and functional benefits remain immediately clear to shoppers.

Deliverables & Tools:Identity systems · Logo exploration · Visual language