Royal Canin has formulas for 17 pure breed dogs, tailored to each breed's unique needs. To speak to each of these breeds I designed a variety of materials to be used by the sales team to communicate to a consumer. Sell sheets (left) were designed as leave-behinds and featured callouts to unique traits of each pure breed dog and fun illustrated facts. For the iPad, demo teams at in-store events referenced individual digital documents for each breed to again speak to the unique needs of the breed. The user could scroll down from the main screen and learn more about the specific formula made for that dog. And finally, the flips cards (bottom right) were permanent sales tools for the sales team to use to train store associates on the breed. If you flipped the cards to the other side you could learn about the corresponding formulas.