Vitakraft US Dog Treat Packaging

Overview: Establishing a distinct, premium-leaning visual identity and packaging system for dog treats that is flexible and supports retailer buy-in. Challenge: As a global brand with over 185 years of love and passion for pets, Vitakraft was looking to further establish its position in the United States with dog treat packaging that drives trial and repeat purchases through clear communication of real ingredients and care-driven nutrition. With a clear target audience in mind – pet parents who believe that treats should be both nutritious and promote bonding – the challenge was to showcase function and flavour in a packaging system that would align with the European global brand guidelines. Solution: After developing a series of visual territories that explored the goodness of Vitakraft products, the emotional connection between pet and pet parent, and the artisanal heritage of the brand, a direction was chosen that felt authentic to Vitakraft while also elevating the brand and category in a way that would appeal to the target audience. A packaging architecture was created for dog treats that allowed the product lines to be distinct yet cohesive. Engaging pet imagery was introduced, along with photos of the natural ingredients and finished product, to aid in consumer understanding. Key claims are given additional prominence to help educate shoppers and ensure they are confidently giving their pets treats of quality.

From the original award submission.