PetArmor CAPACTION Redesign
My redesigned PetArmor Capaction packaging resulted in +$11M sales gain, growing nearly +20% yearly since redesign, now 2nd largest oral flea product in parasiticides category.
Print Design, Branding
Approach:
Strengthen shelf visibility
Highlight conversion messaging
Create scalable packaging architecture
As Lead Designer, I identified packaging pain points, then worked closely with Brand Management to highlight product benefits: “Kills Fleas Fast” and “For Oral Use” were positioned to be the first viewed messaging, with icons to draw attention and allow buyers to immediately understand the product. The logo was redesigned to better align with updated brand standards and imagery was replaced with bright, happy pets to convey product safety and build consumer trust.
The Result:
The redesign transformed a difficult-to-shop package into a cohesive system that better communicated value at shelf, strengthened brand recognition, and contributed to more than $11 million in sales growth.
Challenge:
PetArmor CapAction had a small shelf footprint. The packaging felt dated and lacked a clear visual hierarchy and product clarity. My role was to rethink the packaging architecture, improve shelf presence, and help shoppers understand the product at a glance.
Here’s how I autopsied the old packaging:
