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RadiantBrands Creates a New Brand Experience for Pet Food Express With Roseville Store Opening

Berkeley Creative Agency Instrumental in Launching New Shopping Environment for People and their Pets at Fountains Mall.


Roseville, CA -- (SBWIRE) -- 01/10/2012 -- RadiantBrands (, a full-service creative branding agency, recently completed a new assignment for Pet Food Express ( 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.”

About Pet Food Express
Pet Food Express began as Pro Pet when Michael Levy founded the first store in San Francisco in 1980. Michael partnered with Mark Witriol in 1992 to expand the operation, and today there are 41 stores throughout the San Francisco Bay Area and now two in the Sacramento area, making Pet Food Express the fifth largest pet retailer in the United States. The duo has always been committed to supporting customers with the latest information about pet nutrition and health. Unlike some other pet product retailers, Pet Food Express will not sell pets but instead promotes pet adoption, both at its store locations and by supporting pet adoption services. Its mission is to find a home for every homeless dog and cat in the Bay Area. The company has a long history of giving back to the local community, including donations of over $1.1 million to Bay Area rescue organizations and shelters in 2010 alone. RadiantBrands has captured many of these values in their store design, product packaging, online presence, and sales collateral.

About RadiantBrands
RadiantBrands is a full-service creative agency with over 25 years of experience in creating and implementing brands in a wide range of environments. Their philosophy of understanding what motivates customer loyalty drives their use of research and interviews in the creation of memorable and compelling brands. RadiantBrands combines disciplines such as strategy, design, and integrated marketing to help their clients reach customers through naming, brand identity, communications, and web and online media - anywhere the customer encounters a brand experience. RadiantBrands works with start-ups to Fortune 500 companies in healthcare, technology, retail, financial services, B2b and B2C, and other segments, helping them define and communicate their unique market value.

RadiantBrands is based in Berkeley, California. For more information, visit RadiantBrands online at

Steven Donaldson
(510) 843-0701