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LOS ANGELES Pedigree’s sponsored Nascar vehicle is replete with Combos, Snickers and M&M logos for Pedigree parent Mars. TBWA\Chiat\Day designed the graphics on the car as well as on the driver’s racing coveralls, tailoring them to make the brand logos read better on TV. But when it came to redesigning Pedigree’s own packaging, TBWA\Worldwide global director of media arts Lee Clow wanted to “un-Nascar,” or simplify things, said Erik Miller, design director at TBWA\C\D. Designers at Chiat started stripping away most of Pedigree’s busy, distracting messages, leaving “a simple picture of a dog that pops against the yellow and ties heavily into print,” he explained.
Thinking through design has become a priority at the Playa del Rey, Calif.-based
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