Petrol is a vitamin-enhanced drink for dogs that is positioned as an alternative to water. Because beverages are new to the pet category, it was imperative that the design reveal the product’s nature to consumers at a glance. Its bold, red background creates standout on the shelf, while its splash-like imagery signifies that it is a drink for dogs. By showing only part of a dog’s face, the product can appeal to pet owners with dogs of any size, breed or age. The beverage is bottled in a sleek, aluminum can for portability, recyclability, the ability to keep it cold and because consumers perceive it as a higher-end package, according to Petrol, Inc. Plus, because the drink is preservative-free, the packaging needed to allow for pasteurization. (Package design: Perry Sessions Design, Inc., http://perrysessions.com; Can: Rexam, www.rexam.com)