CROWN TO TAIL DOG TREATS

Packaging & Logo Re-Fresh

CLIENT

Crown to Tail is a family run company making dog treats for dog lovers who want to treat their pets like royalty. Made in the USA, with all natural and organic flavors – these are premium ingredients for pampered pups. As a brand new company, they needed some packaging that would communicate these values and stand out to shoppers.

PROJECT GOALS

The client already had a logo but it needed some finessing. They also needed corresponding packaging as they prepared to debut their treats at pet conventions and online. They wanted to work with the existing logo and create a line of packaging that felt friendly, premium, charming, and current.

SOLUTIONS

The existing logo and colors stayed the same but the shapes were cleaned up, the scale of certain elements adjusted and we ditched the drop shadow. For the packaging, we created a layout system where the top portion of the pouch stays consistent, while the bottom section changes with corresponding flavor. The top of the pouch focusing on the logo with elegant curved lettering, royal brand blue and the signature crown. A bowl shaped window allows a peak at the treats inside, while icons highlight features like Made in the USA and Organic vs All Natural. Color use played a big role in the overall design, making sure they were rich, appetizing and correlated with each flavor. This system was used to create large, regular and small sized packages in 11 different flavors.