Launching a New Adventure

Named after the Adirondack Mountains in the Northeastern U.S., Adirondack pet food is a family operated and independent pet retail exclusive brand focused on creating tasty, highly digestible and nutrient-rich foods for dogs and cats. Finding its on-pack communication struggling to connect with consumers and increased competition in the market, the brand team looked to holistically refresh its portfolio.  
 
To give purpose to the outdoorsy brand name, while still differentiating from competitors, we underwent an extensive strategic audit. Finding whitespace opportunity, we repositioned the brand to focus on pets and pet parents sharing life’s adventures – from the city to the mountains – together. The new positioning created an approachability that the brand previously lacked. 

PROJECT SCOPE

Brand Development

Brand Identity

Packaging Design

Photography & Illustrations

Production Management

BEFORE

We brought exemplary adventures to life on pack with custom illustrations, leveraging bold colors to further differentiate the varieties.

DSN_ADR_Cat_Illustration-Chicken
Adirondack_ADR_Dog_Illustration-Senior
Adirondack_ADR_Cat_Illustration-Fish
Adirondack_ADR_Dog_Illustration-Fish
Adirondack_ADR_Dog_Illustration-Turkey
Adirondack_ADR_Dog_Illustration-SmallBre
DSN_ADR_Cat_Illustration-Chicken
Adirondack_ADR_Dog_Illustration-Senior
Adirondack_ADR_Cat_Illustration-Fish
Adirondack_ADR_Dog_Illustration-Fish
Adirondack_ADR_Dog_Illustration-Turkey
Adirondack_ADR_Dog_Illustration-SmallBre

The whimsical design of the brand was extended to a new line of freeze-dried treats to help Adirondack become well recognized and supported in the pet specialty market.

RELATED WORK
Trufood Holistic Dog Food Package Design