With the products being so highly established, the real balancing act we faced was to create a fresh-look design that acquainted with the original packaging.
It was our position that the change should begin not with the packaging – but with the biscuit treat itself – as the treat was the single moment of pure joy that the dog experienced, and so to capture this would set the benchmark tone for the packaging design evolution.
After many discussions and shape-drawing-and-meaning sessions with the client, it was decided that the biscuit would be upgraded to a new, friendlier and ‘happiness inducing’ heart shaped treat.
Once the treat had taken shape (excuse the pun), our team switched focus onto creating a design solution for the packaging that complimented the cheerful vibes of the heart.
The creative process led us to explore how we could visually define and evoke the feeling of joy.
Our journey of vibrant colour combinations, graphic element movement, typographic characterisation and playful paths for the eye… had begun.
“I’ve been working with Designmc and in particular Matt for several years and have always found his balance of creativity and commerciality that he employs into his project management a rare find in the creative world. However, the redesign of our new pouches not only exemplifies these qualities, but captures the essence of our companies evolutionary trail; new enough to compete with the latests designs whilst retaining our roots and our journey to this point- fabulous work by the Team”
– Joe Halliwell, Founder & Managing Director, The Dog Treat Company
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