Halo, a premium pet care line that claims celebrity Ellen DeGeneres as part owner, introduced new packaging as part of a “refinement” of the brand. “Halo came to us with some great products, but no real recognizable brand identity,” says Mike Mooney, partner in Catapult Thinking, which handled the project. “We adapted brand messages and packaging to speak clearly about holistic pet care.” For instance, illustrations were favored over photography to reinforce “home made” and “natural” appeals. The brand also streamlined its products into three categories—meals and treats, supplements and grooming—and created a color coding system to differentiate them on shelf. Brand, product line refinement and package design: Catapult Thinking (www.catapultthinking.com).