Prosperity Pets / Driven Creamery

SUB-BRAND SNACKS

 

The Creative Brief

Mission Meats, a healthy meat snack company that gives 10% of their profits to social-good organizations, wanted to expand their market to include cheese snacks and pet treats. Mission Meats co-founders created the Driven Creamery and Prosperity Pets companies then asked Creative Mellen to develop sub-brand identities and packaging that would retain the “mission” and look and feel of their original brand while allowing them to diversify into these two new markets.

The Strategy

After making a name for themselves in the meat snack market, Mission Meats decided to expand their market to include cheese snacks and pet treats. Using their successful business model widely known for using healthy ingredients and donating 10% of their profits to social-good organizations, they created the Driven Creamery and Prosperity Pets companies to tap into a whole new segment of customers.

Creative Mellen developed sub-brand identities for these new companies echoing the message of the original Mission Meats Trinity Knot symbolizing love, honor, and protection which focuses on natural products and compassion to others. For Driven Creamery, the Trinity Knot logo was modified to include the easily recognizable holes of Swiss cheese as its own distinguishing characteristic. For Prosperity Pets, the Trinity Knot logo was transformed using distinctive pet ears to maintain a notoriety of its own.

After researching cheese snack and pet treat markets, we developed eye-catching packaging that would make the products stand out among the others, including positioning Prosperity Pets within the premium category of the market with a more sophisticated design.