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
Hughes BrandMix Adirondack Logo

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

Hover at the Right and Left Edges of the Screen

To play, press and hold the enter key. To stop, release the enter key.

The communication hierarchy was rebuilt with impactful grain free communication and iconized benefits for increased shop-ability. 
Hughes BrandMix Adirondack Iconography Turkey
Hughes BrandMix Adirondack Iconography Pork
Hughes BrandMix Adirondack Iconography Herring
Hughes BrandMix Adirondack Iconography Lenils
Hughes BrandMix Adirondack Iconography Fava Beans
Hughes BrandMix Adirondack Iconography Flaxseed
Hughes BrandMix Adirondack Iconography Peas
A hero back panel icon was created to telegraph Adirondack's
key point of difference - it's slow cooked process. 
Hughes BrandMix Adirondack Iconography Slow Cooked Difference Iconograhy

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.

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