A leader in pet toys and treats, Nylabone wanted to reposition and better organize its brand to help it stand out and win on shelf against a growing competitive landscape. Critical to the project was the ability to create channel differentiation between Pet Specialty and FDM (Food Drug Mass). Fisher Design evolved the package design to increase Nylabone's brand presence through brand blocking. We consistently staged important sub-brand information and shopping cues, while protecting the assets that consumers recognized and sought out when shopping the pet care aisle. We worked with Nylabone to create more emotive package design system, implement all SKUs, and manage key aspects of the new look across toys and treats, like engaging new photography that highlights puppies and adult dogs in ways that connect with pet owners.