The document discusses proposed packaging concepts for PetSmart shipping boxes and materials. Several concepts are presented, including introducing a new comprehensive shipping name with a "Whisker Dog" logo to promote PetSmart as a fast shipper, playing on the idea of reusable packaging with messages like "Reuse Me Box", using a distinctive bright blue or lime green box color, and adding educational information about pet species directly on the boxes. A "Bounce Sticker" idea is also proposed as a value-added item to promote the PetSmart brand.

1. PETSMART — Services Signage (2013)
(Produced in collaboration with the Store Environment Team)
Grooming Window Sign PetsHotel Window Sign
Grand Opening Billboard

2. PETSMART — Holiday Services (2013)
(Produced in collaboration with the Store Environment Team)
PetsHotel Window Sign PetsHotel Window Sign
PetsHotel Thank You Card

3. Santa Claws®
In-Store Photo Event
Bring Your Own Camera to Snap Your Pet’s Pic with Santa
Your Photo is Worth More Than Words—
It’s Worth a Home for a Pet in Need
Donate $5 at checkout to benefit your local animal welfare groups
Saturday, December 7 & 14
11am-4pm
13-MKTOPS-1350Display through December 14, 2013.
Sponsored by
Plus, tag @PetSmart for your pet’s photo on using
#santaclaws and Purina® ProPlan® will donate $10* to PetSmart® Charities
*Up to $25,000
Pics for a Cause with #santaclaws
13-MKTOPS-1392Door Cling #1Display through December 14, 2013
Bring your own camera, donate $5 to support homeless pets
Saturday, December 7 & 14 – 11am-4pm
Santa Claws®
In-Store Photo Event
PETSMART — Holiday Charities & Photo Event (2013)
(Produced in collaboration with the Store Environment Team)
Photo Event Door Cling
Photo Event Stanchion
Charities 3-Tier Stanchion

4. PETSMART — Services Signage (2014)
(Produced in collaboration with the Store Environment Team)
PetExpressions Window Sign Grooming Window Sign
PetsHotel Table Tent
Training Stanchion Sign

5. PETSMART — Hardgoods Gridrack Toppers (2014)
(Produced in collaboration with the Store Environment Team)

6. PETSMART — Halloween Gridrack Topper (2014)
(Produced in collaboration with the Store Environment Team)
PETSMART — Holiday Disney Inline Signage (2014)
(Produced in collaboration with the Store Environment Team)
Developed photo technique involving sepia tone combined with full color
Developed font treatment of brand font specifically for Halloween
Developed
“ONLY at PetSmart”
& “NEW at PetSmart”
logo lockups

7. PETSMART — Holiday Gridrack Topper (2014)
(Designed in collaboration with the Store Environment Team - not produced due to budget reallocation)
Diecut
Full Color + Spot Silver
Metallic Ink
6 versioned sides for
3 gridracks

8. PETSMART — Miscellaneous Billboards (2014)
(Produced in collaboration with the Integrated Brands Team)
Inspired by Pets Contest
Holiday 2014
Grand Opening
Inspired by Pets Contest
Inspired by Pets Contest
Inspired by Pets Contest

9. PETSMART — Amazing Aquatics Campaign (2015)
(Produced in collaboration with the Integrated Brands Team)
The look and feel of the Amazing Aquatics Sale is soft, watery and elegant with a touch of whimsy (with the
inclusion of swimming fish). Inline materials and those vehicles which must coexist among other messages can
reference the quieter background and circle motif. In those situations where space allows and a full tidal wave of
Amazing Aquatics look and feel is desired, use the large watery splash and fish environment imagery.
The Amazing Aquatics look and feel has been designed to coexist alongside the National
Geographic Galápagos Islands Sweepstakes look and feel, but elements from each cannot
be swapped out interchangeably. The harmony is felt only in a similar coloration and an
underlying nod to water.
STAND-ALONE BACKGROUND
C=13; M=0; Y=2; K=0 graded to white
R=217; G=240; B=246 (d9fØf6)
Typographical treatments should be fine and elegant
using Helvetica Thin Condensed at very large scales and
Light Condensed at the scale of most other applications.
Standard use of Rockwell is permitted.
C=0; M=0; Y=0; K=85 – R=54; G=54; B=54 (363636)
BACKGROUND WITH CIRCLE
Gradients should always align to upper
right corner. Elements are in Cumulus.
CIRCLE WITH INNER GRADIENT FILL
Gradients should always align to upper
right corner. Elements are in Cumulus.
CIRCLE ONLY
C=44; M=7; Y=7; K=0 graded to white
R=137; G=198; B=223 (89c6df)
25%
Save up to Amazing Aquatics Sale
This is the approved lockup relationship between the Amazing Aquatics Sale header and the watery splash image.
Fish and foliage are used as accent to expand the narrative. The header words may be used on their own as well.
LOCKUP
C=100; M=71; Y=0; K=30
R=0; G=65; B=129 (ØØ4181)
Amazing Aquatics Sale
Display through February 1, 2015
Select Marineland®
Aquariums
25%
Save up to
With PetPerks® membership. Subject to availability. Discount off
regular-priced merchandise. Discount reflected in price as marked.
US_JAN_SP_SH01
100% post
consumable recycled
With PetPerks® membership. Subject to availability. Discount off regular-priced merchandise.
Discount reflected in price as marked.
Select Aqueon®
Betta
Aquariums
$5499
Sale
ea.
Amazing Aquatics Sale
Display through January X, 2015 US/CA_JUNE_TABPLT_HG
5" Tab
You order it – we’ll fetch it! www.petsmart.com/storepickupBuy Online Pick Up In Store
SAVE
25%
with PetPerks®
Fish & decor sold separately.
All Fish & Aquariums ON SALE!
SAMPLES
$6
With PetPerks® membership. Subject to availability. Discount off regular-priced
merchandise. Discount reflected in price as marked.
Select Goldfish
& Gouramis
See associate for details.
Sale
US_JUNE_CLG_SP02
Amazing Aquatics Sale
Display through January X, 2015
Amazing Aquatics Sale
Now through March 1
25%
Saveupto
Select Aquatic
Essentials
14-SPECIAL-1327_PRDisplay through March 1, 2015
{
{ {
Light
Condensed
Thin
Light
You order it – we’ll fetch it! www.petsmart.com/storepickupBuy Online Pick Up In Store
SAVE
25%
with PetPerks®
Fish & decor sold separately.
All Fish & Aquariums ON SALE!
$6
With PetPerks® membership. Subject to availability. Discount off regular-priced
merchandise. Discount reflected in price as marked.
Select Goldfish
& Gouramis
See associate for details.
Sale
US_JUNE_CLG_SP02
Amazing Aquatics Sale
Display through January X, 2015
Amazing Aquatics Sale
Display through February 1, 2015
Select Marineland®
Aquariums
25%
Save up to
With PetPerks® membership. Subject to availability. Discount off
regular-priced merchandise. Discount reflected in price as marked.
US_JAN_SP_SH01
Amazing Aquatics Sale
Now through March 1
25%
Saveupto
Select Aquatic
Essentials
14-SPECIAL-1327_PRDisplay through March 1, 2015
100% post
consumable recycled
With PetPerks® membership. Subject to availability. Discount off regular-priced merchandise.
Discount reflected in price as marked.
Select Aqueon®
Betta
Aquariums
$5499
Sale
ea.
Amazing Aquatics Sale
Display through January X, 2015 US/CA_JUNE_TABPLT_HG
5" Tab
Amazing Aquatics Style Guide
Tab Pallet
Habitat Cling
Circular Flyer
Endcap

10. PETSMART — National Geographics Sweepstakes Campaign (2015)
(Produced in collaboration with the Integrated Brands Team)
Galápagos
Islands
Sweepstakes
The look and feel of the National Geographic Galápagos Islands Sweepstakes
promotion is born from existing Nat Geo branding. The Underwater Turtle image
and Expedition Ship Endeavor image* are provided by Nat Geo exclusively for use
during this campaign only. Use the standard Nat Geo logo already in Cumulus.
Conceptually, all advertisements should convey important information pertinent to
that vehicle and its audience while still retaining a sense of adventure and wonder,
compatible with the Nat Geo mission.
Photograph by Michael S. Nolan
© 2015 National Geographic Society
NATIONAL GEOGRAPHIC and Yellow Border Design are trademarks of
the National Geographic Society, used under license. All right reserved.
Underwater Turtle Image
Photograph by Michael S. Nolan
*Other secondary images are available; please consult Amber for more info.
Underwater Turtle Image with alpha channel
applied and Nat Geo Yellow Border Design.
May only be used over the approved Underwater Turtle
image or the Nat Geo aquatics color shown below.
Expedition Ship Endeavor Image
Photograph by Sven-Olof Lindblad
Nat Geo Aquatics Color
PMS 3125 — C=95; M=2; Y=22; K=0
R=0; G=172; B=200 (ØØacc8)
Please consult job brief or job owner
for specific copyright language for
your project. All photos should be
attributed where possible.
Display through March 1, 2015
14-SPECIAL-1475_US/CA
Galápagos
Islands
Wina
Expedition
See details inside
Photograph by Michael S. Nolan
© 2015 National Geographic Society
NATIONAL GEOGRAPHIC and Yellow Border Design are trademarks of
the National Geographic Society, used under license. All right reserved.
Visit our website: www.nationalgeographic.com
A fish could be
your ticket to the
Ask an associate for details
Galápagos
Islands!
14-SPECIAL-1479Display through March 1, 2015
Photograph by Michael S. Nolan
© 2015 National Geographic Society
NATIONAL GEOGRAPHIC and Yellow Border Design are trademarks of
the National Geographic Society, used under license. All right reserved.
Visit our website: www.nationalgeographic.com
Galápagos Islands
Sweepstakes
Win an expedition of a lifetime!
close
Buy any National Geographic®
product or live fish and be
automatically entered for a
chance to win!
enter
SAMPLES
National Geographic Style Guide
Digital Banner
Door Cling
Landing Page / Module
Habitat Cling
A fish could be
your ticket to the
Ask an associate for details
Galápagos
Islands!
14-SPECIAL-1479Display through March 1, 2015
Photograph by Michael S. Nolan
© 2015 National Geographic Society
NATIONAL GEOGRAPHIC and Yellow Border Design are trademarks of
the National Geographic Society, used under license. All right reserved.
Visit our website: www.nationalgeographic.com
Galápagos Islands
Sweepstakes
Win an expedition of a lifetime!
close
Buy any National Geographic®
product or live fish and be
automatically entered for a
chance to win!
enter
Display through March 1, 2015
14-SPECIAL-1475_US/CA
Galápagos
Islands
Wina
Expedition
See details inside
Photograph by Michael S. Nolan
© 2015 National Geographic Society
NATIONAL GEOGRAPHIC and Yellow Border Design are trademarks of
the National Geographic Society, used under license. All right reserved.
Visit our website: www.nationalgeographic.com

11. 14-OMNI-1132 - PACKAGING UPDATE CONCEPT PROPOSALS - October, 2014
petsmart.com
petsmart.com
petsmart.com
Inspiringmore
out-of-the-boxmoments
Inspiringmore
out-of-the-boxmoments
Inspiringmore
out-of-the-boxmoments
14-OMNI-1132 - PACKAGING UPDATE CONCEPT PROPOSALS - August 1, 2014
Proposal: Introducing “ ”
A new, comprehensive name for PetSmart Shipping. Branding
would fall in line with existing look and feel, but with an added
“Whisker Dog” logo. This look and concept promotes PetSmart
as a fast shipper with a touch of whimsy. A bold, blue shipping
box with crisp, white text and graphics communicates a fresh,
efficient impression of our company.
FAST SHIPPING
SHIPPING
14-OMNI-1132 - PACKAGING UPDATE CONCEPT PROPOSALS - August 1, 2014
PROPOSAL: The “REUSE ME BOX”
This idea plays on the idea that our packaging may be
recycled or reused in fun, humorous ways. It promotes
PetSmart as a conscientious corporation, concerned about
how our packaging is handled after the initial transaction. But
the focus here is on fun and whimsy, provoking a smile every
time one of our boxes is reused.
REUSE ME BOX
REUSE
MEBOX
REUSE
ME BOX
HOMEFORABOX
TURTLE
SAFE PLACE FOR BOXER DURING STORM
STRONGBOX FOR
PET VALUABLES
LUNCHBOX
FORAGOAT
TOOLBOX FOR PET GEARSANDBOX FOR
HERMIT CRAB BOXCAR FOR
TRAVELING
TO AND FRO
SHADOWBOXOF
PETKEEPSAKES
100% post
consumable recycled
100%post
consumablerecycled
14-OMNI-1132 - PACKAGING UPDATE CONCEPT PROPOSALS - August 1, 2014
PROPOSAL: The “BLUE BOX”
In this concept, PetSmart owns, and becomes the company
with the bright blue box. Very few major brands feature
a blue box (Twitter, iBOOD.com, Tiffany’s and Nike are
exceptions, but their blues are slightly to very different from
our blue), thus we create a point of significant differentiation
from our competitors. Text and graphics would be crisp and
white for a strong, clean look.
14-OMNI-1132 - PACKAGING UPDATE CONCEPT PROPOSALS - August 1, 2014
PROPOSAL: The “LIME GREEN BOUNCE BOX”
In this concept, PetSmart owns, and becomes the company
with the lime green box. Lime green is featured on the
shipping boxes of several major brands—most notably:
ebay—but none (that we could find) use an all-over
lime green shipping carton to this extent. This would
create major brand differentiation and produce a super
fresh pop of color and excitement when our customers’
packages arrive! A full-wrap “bounce” design in clean white
completes the fun experience.
PANTONE®
381
LIME GREEN
14-OMNI-1132 - PACKAGING UPDATE CONCEPT PROPOSALS - August 1, 2014
Fancy
Crested
Gecko
African
Cichlid
PROPOSAL: “VALUE-ADDED EDUCATION BOX”
This proposal merges the fun of learning with the
excitement of receiving a package from PetSmart. Each size
box provides a unique opportunity to educate about one
our species or special breeds. Interesting illustrations (not
cutesy clipart) and encyclopedic background information
provide an engaging interface long after the box has served
its purpose. Different-sized boxes could be keyed to the
different sizes of animals, including unusual shapes for
unusually-shaped animals, like snakes or lizards.
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14-OMNI-1132 - PACKAGING UPDATE CONCEPT PROPOSALS - August 1, 2014
PROPOSAL: “THE BOUNCE STICKER”
This new accessory is proposed as a value-added box stuffer
and encourages our faithful customers to proclaim their
PetSmart Pride with a bounce sticker affixed to...? The sky’s
the limit! This is a perfect way to extend and leverage the
power of the bounce as a major element of our brand look.
PETSMART — New PetSmart Packaging (2015)
(Produced in collaboration with the Integrated Brands Team)