Walmart Pure Balance


  • Walmart
  • Photography
  • Design
  • Chicago, Cincinnati
  • Pet

Pure Balance is one of Walmart’s most premium brands – a range of cat and dog food created with only the freshest, healthiest ingredients and packed with pet-pleasing flavor.

To revitalize the brand and spotlight its status as a best-in-class pet food range, our team took a deep dive into the category and competitive set and explored trends within the space, leading to a refresh of Pure Balance’s brand positioning statement.

Walmart Pure Balance


In a highly competitive category, we knew the design had to break away from the pack and take a unique approach in order to stand out on shelf. Photography was integral. Our in-house team shot ingredients with minimal propping to create stunning, top-down imagery of the freshest cuts of meat and fish.

Crisp side-profile images of the animals were used against dark backgrounds – back for dogs and dark grey for cats – to create a premium feel and an aesthetically pleasing, cohesive look across the range.


For different product groups, like ‘Wild and Free’, a variant that focused on each animals’ instinctive nature, we used imagery of their wilder counterparts – a lynx and a wolf, respectively – with lighter on pack colors for differentiation, but the same side-profile photography for consistency.

Walmart Pure Balance

The resulting designs conveyed Pure Balance’s ultra-premium positioning across its range of dry and wet food, delivering an exceptional on-shelf presence and connecting with shoppers motivated by the health and wellbeing of their pets.

Walmart Pure Balance

No matter what you’re looking for, whether it’s strategic brand creation, stunning photography, or design that tells a compelling story, we have everything you need.

Tell us about your project and let’s work together to bring it to life.

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