HARTZ

BRAND IDENTITY REIMAGINED | THE HARTZ MOUNTAIN CORPORATION

With its 95-year history in pet care, Hartz is an iconic American brand. As the pet category has evolved over time, the brand identity had become outdated. LAM reimagined the logo to better connect with Millennial & GenZ “Pet Parents.” A distinctive asset of a dog & cat in the shape of a heart was introduced to express unconditional “Pet Love.” The refreshed font is more approachable and infuses personality into the identity. The vibrant orange color, a key brand equity, was retained to maintain a powerful presence. Our new logo was leveraged across the extensive line of Hartz packaging & brand activation material.