RadiantBrands (http://www.radiantbrands.com), a full-service creative branding agency, recently completed a new assignment for Pet Food Express (http://www.petfoodexpress.com) with the opening of a new store location at the Fountains shopping center in Roseville, California. This is the largest Pet Food Express location opened to date, featuring an integrated in-store brand experience for customers and their pets.
The Fountains location provides a unique setting for the new Pet Food Express store, with a dramatic atrium. Radiant capitalized on this architectural feature by creating a mural that wraps around three walls, depicting a whimsical view of the Sacramento Capital and the Pet Food Express signature dog snowboarding across the scene. Pet Food Express wants customers to know that dogs are welcome at the store, so RadiantBrands designed a dog park with grass, a park bench and a metal fence accented with animal silhouettes. Other innovative features include new signage and a special checkout area where customers can leave purchases for pick up later. And the store features “iPaw” stations with iPads that can be used to access product information on the company web site.
“We have been working with Pet Food Express for a number of years to help them expand the brand experience for their line of natural and holistic pet products,” said Steven Donaldson, co-founder of RadiantBrands. “Our objective in created a branded retail experience for Pet Food Express always has been to tie the store to the neighborhood, which we have done with artwork depicting the local area and other features. We also have extended the in-store experience to the web with the help of the “iPaw” stations using an iPad customized for Pet Food Express. The entire experience is designed to bring the Pet Food Express brand to life for the visitor.”