Making a Category Leader
Irresistibly Pure
To better align and communicate its product benefits, pop at shelf, build brand awareness and seize growth opportunities, the team at Barkworthies® engaged in a comprehensive refresh.
We refocused the brand with an irresistibly tasty and pure positioning. The blue equity color was leveraged to keep current consumers, while playful dog images and a new brandmark added spirit to the brand. Seizing on consumer demand for brand transparency, we developed our architecture with large windows and descriptive, consumer-friendly product names.
The new branding and packaging significantly beat the old design in validation research on purchase intent, attractiveness,
and memorability.
PROJECT SCOPE
Brand Development
Brand Identity
Packaging Design
Production Management
Point of Sale
BEFORE
We created a "chew meter" system to enhance communicate
with pet owners. Dog chews are not a one size fits all product. Barkworthies® now has the tools to aid consumers in choosing the right product for their dogs' needs.
Majestic dog imagery implemented on the masthead of each package not only added aesthetic value, but also helped communicate the size and breed that each product is intended for.
Upon completion of the new architecture for Barkworthies' chew line, a new "Superfood Jerky" line
was introduced displaying healthful recipes and mouthwatering flavor inclusions.
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