Arcadia Trail
Adventurous outdoor pet gear brand identity, packaging system, and visual guidelines developed for PetSmart's performance line.
Brand Systems & Identity
Logos and guidelines a team can actually use every day.
Identity Craftsmanship
Brand identity balances personality with functional durability so marks remain distinctive at the reveal and versatile in everyday corporate application.
Project Details
Amanda's Role
Amanda developed the sub-brand identity, badge iconography, outdoor lifestyle color palette, typography standards, and packaging label hierarchy.
Challenge & Focus
Position a rugged outdoor pet gear line to compete with specialty outdoor retail brands while maintaining disciplined visual alignment with PetSmart's master brand architecture.
- Identity systems
- Logo exploration
- Visual language
Creative Concept & Execution
Identity work gets interesting when the reveal feels distinct, but the files still make sense the moment everyday teams inherit them.
Outcome & Impact
Created a standout, adventure-ready brand presence that successfully expanded into dozens of SKUs across apparel, harnesses, and travel gear.
Tools & Formats: Identity systems · Logo exploration · Visual language
Project Visuals & Rollout
A comprehensive visual sequence of campaign assets, in-store touchpoints, sketches, and finished deliverables.
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