Supreme Source:
Innovation and Diffrentiation
PACKAGE DESIGN | BRAND IDENTITY DESIGN | NAMING
Smith Design partnered with American Pet Nutrition’s Supreme Source brand across three initiatives: refreshing the core brand, creating a new premium-value sub-brand, and developing packaging for its growing Cold Pressed line. Each project required balancing differentiation and growth while maintaining a strong connection to the Supreme Source brand.
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Strategy, Naming, Ideation
Naming is often the first point of connection between a consumer and a brand, and the one element intended to last its entire lifetime. With that in mind, Smith Design led a naming exploratory for the new Supreme Source sub-brand, grounded in the pillars of physical health, emotional wellness, high-quality ingredients, and balanced nutrition. That process led to Total Nutrition, a name distinct enough to stand on its own while staying rooted in the equity and trust already built by Supreme Source.
Total Nutrition
Smith Design partnered with American Pet Nutrition to extend the Supreme Source brand into new territory with Total Nutrition, spanning portfolio strategy, sub-brand naming, brand identity, and packaging design. The challenge was to appeal to a more value-driven shopper while preserving Supreme Source’s equity in quality and nutrition. Through strategic positioning and clear brand architecture, we created a distinct sub-brand that signals a compelling trade-up, anchored in transparent benefits like ancient grains and organic seaweed that reinforce digestibility and nutritional value.
Total Nutrition Design Exploratory
The design exploration focused on identifying a visual identity and packaging system that could stand apart from the competitive set while remaining unmistakably connected to the parent brand. This process resulted in a cohesive, ownable platform that expands Supreme Source’s reach, strengthens shelf communication, and supports long-term portfolio growth.
Supreme Source
Smith Design worked with American Pet Nutrition to refresh their core line, honoring the brand’s existing design tenets while modernizing the packaging to feel more premium. This refresh helped the brand compete more effectively and stand out within a crowded shelf set, while reinforcing its position at the premium end of the category.
Supreme Source Design Exploratory
Our design exploration centered on the target audience, product attributes, and brand assets that define the line, ensuring the refreshed identity could more effectively compete within the target demographic and stand out from the competitive set, all while reinforcing the line’s positioning within the premium space.
Cold Pressed
As cold-pressed pet food gains traction, brands face a unique challenge: educating consumers on what makes the process different while standing out in an increasingly premium category. Smith Design developed packaging that does both, giving Cold Pressed a stronger presence on pack, designing around the product-viewing window as a key communication tool, and elevating the overall visual identity to turn curiosity into confidence at shelf.
Design Exploratory
The exploration looked at how color, iconography, and pack structure could work together to signal freshness and quality unique to the cold-pressed process. Multiple directions were tested to find the right balance of shelf standout and premium credibility, landing on a system that feels distinct within the Supreme Source portfolio.
