Why This Is A Missed Opportunity!

Zesty Paws misses the mark on this one. Weak branding, unclear copy, zero visual impact. In retail, you’ve got seconds. Make them count.

Description

Shelf visibility matters more than category familiarity. When a shopper doesn’t instantly understand what a product is, the package has already failed its first job.

This example shows a common issue with DTC packaging design when it moves into retail. What works online, small logos, text-led explanations, subtle cues, often collapses on the shelf. In a fast-moving aisle, shoppers don’t stop to read. They scan for images, symbols, and clear signals that tell them what problem the product solves. When branding is minimized, and function isn’t visually obvious, the product blends into the background.

That challenge is especially familiar in adjacent categories, such as packaging design for protein powder and pet supplements, where clear benefits and instant recognition drive conversion. If the pack doesn’t communicate use or value at a glance, it gets passed over.

Strong packaging design ideas balance brand expression with shopability. Retail demands bolder hierarchy, clearer cues, and confidence at a distance. When those elements are missing, even a strong product loses momentum before it ever has a chance to compete.

Video Transcript

00:00:00 That's a missed opportunity right there.
00:00:01 Hey guys, shopping with Christie. I'm at
00:00:04 Walmart and I saw something and I wanted
00:00:06 to share. Okay, as I'm walking this
00:00:08 display now, I happen to know exactly
00:00:11 what this brand is because I work at
00:00:13 this category a lot. It's Zesty Paw. But
00:00:15 I honestly would have no idea what it
00:00:18 is. Like to me, there's nothing on this
00:00:20 that tells me very quickly. I mean, if
00:00:24 you read the words perhaps, but words
00:00:27 don't stop you. images do. You have to
00:00:30 do a lot of reading, which most
00:00:32 consumers, like if you're trying to
00:00:33 catch somebody on the aisle and they're
00:00:35 walking, they're not going to stop and
00:00:37 read the newspaper, right? You got to
00:00:39 hit them real quick and they're not. And
00:00:41 the brand is so little. Unless you know
00:00:44 this brand, you would not know what it
00:00:45 is. The brand mark is so little on the
00:00:47 pack. In many cases, that's okay.
00:00:49 But for shopping, right, shopper
00:00:52 merchandiser, that's a missed
00:00:54 opportunity right there. So, zesty paws
00:00:56 do better.

Christy Lebor Partner & Head of Brand Development, SmashBrand

20 Articles

Christy Lebor is a Partner and Head of Brand Development at SmashBrand, a premier brand development agency championing the FMCG space. With two decades of Fortune 500 CPG experience, Christy harnesses her background from industry titans to infuse brands with a growth trajectory that transitions them from category disruptors to legacy brands.

Her portfolio includes:

Brand management roles at global giants: Kraft, PepsiCo, and Unilever.
Launching pivotal products: Axe Body Wash in the US and the original Dove Campaign for Real Beauty at Unilever.
Steering innovative product lines at PepsiCo: Gatorade chews, protein bars, Mio Fit, and Amino Energy.
Pioneering breakfast innovations at KraftHeinz: Just Crack an Egg
Leading the branded business segment and global innovation at JBS, the world's largest meat company in the world.

Prior to her tenure at SmashBrand, Christy's track record spans various senior management and development roles. Each role has honed her expertise in the intricacies of FMCG, enabling her to cultivate category advantages for brands. From SKU rationalization to directing pivotal innovation stage gates, Christy's acute expertise in FMCG has consistently placed her at the forefront of the industry. Her ability to make incisive, strategically sound decisions has been key in propelling brands to market leadership.

Her philosophy pivots on the principle that timely, relevant data, integrated with brand strategy, is the linchpin for brands aspiring to scale and establish market dominance. At SmashBrand, Christy intricately weaves this philosophy, ensuring brands are not just strategically poised but holistically developed.

Educationally, Christy is equipped with a BBA from The University of Michigan Business School, an MBA from the Kellogg School of Management, and additional prowess in Private Equity and Venture Capital from Harvard Business School.

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