Family owned, Ohio, USA-based Blackwood Pet Food has again enlisted the Minnesota, USA-based design consultancy Ideas that Kick for the repackaging of two of its petfood brands, in hopes of expanding the retail network and gaining new market traction.
Kick's packaging system concepts designed for the Adirondack and Makin' Trax brands inspired Blackwood to rethink how it introduced all of its brands to retail partners. The concepts for both brands were designed to appeal to owners who value "outside" time with their pets and appreciate the quality of a food made in the USA.
"The client's previous packaging for Adirondack and Makin' Trax lacked brand equity," explains Kick brand strategist, Mary Kemp. "We delivered lifestyle concepts that will stand out on shelves because they tell real, relevant stories that haven't been over-told in pet retail."
"Pet owners know authentic when they see it," adds Kick creative director, Stefan Hartung. "Our creative concepts for Adirondack and Makin' Trax speak authentically about how many consumers spend time with their pets.. Most mass petfood packaging uses appetite appeal - targeting pet owners - to sell substandard product. Anybody who knows about dog food knows that human appetite appeal isn't what matters. But we all enjoy adventures with our pets. And American-made quality is key in the petfood category."
"We knew that Kick would deliver great designs," says Matt Golladay, Blackwood Pet Food vice president. "We had no way of anticipating they would have us re-visioning how we looked at these brands that have been in our portfolio for years. Now we're able to approach retailers with a tiered offering of premium pet food brands - and we can already tell that retailers are just as excited as we are."
By Lindsay Beaton
As work continues on creating a new nutrition label that focuses on simplifying information for consumers, challenges remain.
By Tang Yu