Gloria Latham Within my capacity as a Senior Art Director at the Vancouver-based Advertising agency,…
As a Senior Art Director for JuiceGroup I was responsible for creating packaging design for a line of dog treats for a Vancouver-based pet food company.
The client sought to revitalize an existing product line through the creation of new, eye-catching packaging that not only grabs immediate attention on store shelves but also positions the product for placement in leading Canadian retailers.
This creative endeavor was marked by its distinctiveness, highlighting the creation of captivating characters inspired by the diverse product offerings. These designs seamlessly wove together with the brand’s unique and whimsical tone, resulting in a visually compelling packaging solution that left a lasting impression.
Step 1 Ideation and Conceptualization:
Our first step was to immerse ourselves in the brand’s identity and the diverse range of dog treat products. We conducted in-depth brainstorming sessions to conceptualize packaging ideas that would effectively convey the brand’s essence and cater to the different product lines. This stage involved understanding the target audience and the unique selling points of each treat category.
Step 2: Character Design and Brand Integration
One of the most exciting aspects of this project was the creation of distinct characters for each product line. We designed characters that not only represented the essence of the treats but also resonated with the brand’s quirky and playful tone. This step allowed us to infuse personality into each packaging design, making it instantly recognizable and endearing to the consumers.
Step 3: Design Iterations:
With character designs in place, we moved on to creating mock-ups of the packaging. The design iterations involved experimenting with various color palettes, typography, and layouts to ensure that the packaging effectively communicated the product’s features and benefits. This phase was marked by continuous feedback and fine-tuning to achieve the perfect balance of aesthetics and information.
Step 4: Prototyping and Testing:
Once we had a compelling design, we proceeded to create prototypes for practical testing. These prototypes allowed us to assess the packaging’s functionality, durability, and overall visual appeal. This step was crucial in identifying any potential issues that needed addressing before the final production phase.
Step 5: Final Presentation:
After all the necessary refinements and adjustments, we presented the final dog treat packaging designs to our client. The presentation highlighted how our designs embodied the brand’s identity, conveyed the distinct qualities of each product line, and captured the hearts of pet owners. It was a moment of great satisfaction as we showcased packaging that not only stood out on the shelves but also resonated with the brand’s loyal customers.