The Honest Kitchen, a producer of natural, human-grade petfood products, has redesigned its packaging. The new boxes will debut at the Global Pet Expo in Florida, March 12-14, 2014, and will hit store store shelves at the end of March.
"We wanted the packaging to evoke a very natural, culinary look and feel that plays up the beautiful ingredients we use in our human-grade foods," said Lucy Postins, The Honest Kitchen's founder and CEO. "Also, we're placing a heavy emphasis on the meat or fish source in each recipe, along with more clearly defining the life stage and differentiating the grain-free from whole-grain diets, to help streamline the shopping process and allow consumers to more easily select the recipe that's right for their pet."
The Honest Kitchen is also rolling out a smaller 2-pound trial box in their bestselling recipes: Force, Embark, Love and Keen. Each 2-pound box will make 8 pounds of real food when hydrated.
The Honest Kitchen's petfoods are dehydrated, which results in a compact, nutrient-dense finished product, according to the company. Pet owners just add warm water to make a real-food meal in three to five minutes, and because the food is so concentrated, a 10-pound box will actually yield 40 pounds of food when hydrated, and will last a 30-pound dog up to six weeks.
The company collaborated with long-time partner Bulldog Drummond (San Diego, CA) to create the new design concepts. Hand-painted illustrations of the company's ingredients and also Honest Kitchen employees' own pets, which adorn the new boxes, were created by artist Natalya Zahn, and the production and file preparation work was completed by Jen Cadam Design.
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
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