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introduction For this project I decided to re-brand something different... dog food! This is something that hasn’t changed for as long as I’ve known, and the bags are so bad for the environment! I love Taste of the Wild food and thought this would be a great food to rebrand. They are very successful at staying consistent in their branding. They love to use the graphic illustrations of wildlife on the outside of their bags. I just thought it’d be fun to have a more contemporary take on their packaging. I also want to create packaging that is more informative to the consumer. I chose to do their fairly new line called “PREY.” It looks very similar to their main line packaging. I want it to stand out more. I also want the packaing to be more environmentally friendly as well as practical.

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idea #1: recycled self-standing bags I work at an animal shelter along with my full time job. One thing that seems to be problematic is the storage of food. All the bags lay flat and are hard to maneuver. If you need a bag on the bottom of a stack of bags it can be a workout. Also, some of the bags are just far too heavy! With my new packaging idea, I wanted to create more environmentally friendly bags that are self standing and have a handle for easy transportation. I want these bags to be recyclable, as most current dog food bags are made of plastic and usually end up in a landfill.

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idea #2: sustainable travel bag For my second idea, I am usually on the road on the weekends, and have always found it to be really inconvenient to bring dog food in zip lock bags on my trips. How cool would it be to be able to purchase travel bags that allow for easy transportation and already have a measuring cup and pour spout included? I want this to also be made of recyclable materials. One thing I want to make sure of is that this does not look like laundry detergent.

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idea #3: big dog easy move bags One thing I’ve encountered is how heavy the big dog food bags are! They can be so hard to move out to your car! This is a solution to that. I want everything to be recyclable. For the larger bags these will be self standing, and have a handle for easy moving. There will be wheels at the bottom of the bag so you can pull them easily. This is more of a target for weaklings like me lol.

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idea #4: food cube for small spaces I live in a very small home, so everything needs to have a place. I thought it would be nice to have a “cube� that you can keep your dog food in. This cube can fit in small spaces and will also serve as a storage container. There is a handle for easy carrying and a sealable lid. This container will be similar to the litter containers and will be recyclable.

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idea #5: small recyclable gift bag This is just an idea for a gift bag or small sample size to encourage more consumers to purchase the product. It’s a charming packaging approach with a measuring spoon attached. This is a smaller bag that will feed your dog or cat for around a week.

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idea #6: recycled storage pour box This was a storage idea I had in mind for a different way to package the dog food. They would be in boxes, with a built in spout for easy pouring. There’s also a handle for easy carrying. I thought it would also be a great idea to have the box fully made of recycled materials.

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FINAL 3 IDEAS Of the ideas that I presented, the most popular and best critiqued were ideas #3, #4 and #6. After a lot of thought, I felt that these would be the most practical to recreate. I decided to take these ideas and create sketch revisions of the ideas to make them more solid and practical. You can see my revised, digital sketches in the section below. One very important component to me is to create a more sustainable and eco-friendly packaging option. Taste of the Wild branding is very environmentally driven and natural - it should only make sense that their packaging achieves the same image. I also want my package to be something that makes sense for the consumer. As a dog owner, I want my packaging to solve a problem and make something easier. I also want my package to be “creatable.� Those three goals drive my innovative packaging goals.

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Installed handle that can be flipped up or down for easy transportation. You can pull it up for pulling and put it down for storing.

This version has a sealable lid for keeping food fresh. The idea behind this revision is for this to be a “reusable container.� Upon needing a refill, hopes are that retailers can keep the food loose lowering the plastic production & waste.

Thin sides to fit in skinny spaces.

Two wheels on the back of the container for easy pull with the really heavy dog food. This will allow for the consumer to tip and pull for less exhausting trips to the store.

Design can be placed on all four sides of the food storage container. The back will show ingredients and feeding charts, the front will be consumer need to knows and the sides will be utilized for other data.

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Has a sealable lid that allows for consumer to prop it open for easy access. It also seals to keep food fresh. Size is small enough where they can be stacked on the store shelves. Sides of cube contain ingredients, disclaimers, feeding instructions, and branding information. They can be wrapped around the entire cube. Cube is also reusable and can be refilled. When it needs replaced go to retailer or supplier.

Includes a handle for easy transportation. Tucks away for storage along side of cube.

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Handle is present for easy carrying. This handle pops up so that you may easily carry it out of the store. Pour spout available for easy disposal. Once seal is broken on spout you can pour into your pet’s bowl with ease. After box is empty, you can recycle. majority of box is made of recycled cardboard to be recycled again.

There are four sides of the box present for branding, information, feeding charts and ingredients.

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idea #3 idea #4 idea #6

big dog food bag

After getting feedback and critiques, I decided to go with the Idea #3 with a bag designed for consumers with large dogs. I am one of these people. I initially wanted this to be a recyclable bag with wheels and when empty, you can buy a new one. However, after some feedback, it was brought to my attention, why not have a package that is reusable? That brought me to the idea of when you need a refill, why don’t retailers supply the food loose? It would be a pretty tough task to change about the way pet food is distributed, but it would reduce a ton of waste. When your container needs replaced then you can buy a new one from your retailer or the company can ship you a new one.

food cube

I live in a very small home, so everything needs to have a place. I thought it would be nice to have a “cube” that you can keep your dog food in. This cube can fit in small spaces and will also serve as a storage container. There is a handle for easy carrying and a sealable lid. This container will be similar to the litter containers and will be recyclable and reusable. This will be a refillable container as well reducing on overall waste. After critiques I made the food storage taller, but still a manageable size for retailers.

recycled cardboard pour box This was a storage idea I had in mind for a different way to package the dog food. They would be in boxes, with a built in spout for easy pouring. There’s also a handle for easy carrying. I thought it would also be a great idea to have the box fully made of recycled materials.

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Handle is present for easy carrying. This handle pops up so that you may easily carry it out of the store. Pour spout available for easy disposal. Once seal is broken on spout you can pour into your pet’s bowl with ease. After box is empty, you can recycle. majority of box is made of recycled cardboard to be recycled again.

There are four sides of the box present for branding, information, feeding charts and ingredients.

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final choice... idea #6: Recycled cardboard Pour box This was a storage idea I had in mind for a different way to package the dog food. They would be in boxes, with a built in spout for easy pouring. There’s also a handle for easy carrying. I thought it would also be a great idea to have the box fully made of recycled materials.

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colour

typography C: 47 M: 22 Y: 85 K:3

HEADER1: Huntress

C: 15 M: 9 Y: 12 K: 0

HEADER2: Natural Log

C: 26 M: 21 Y: 39 K: 0 C: 27 M: 30 Y: 59 K: 1

ABCDEFGhIJKLMnOPQrSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

HEADER3: Barborshop in Thailand

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz SUBHEAD: Bebas Neue

ABCDEFGhIJKLMnOPQrSTUVWXYZ BODY1: Avenir Book

C: 100 M: 91 Y: 40 K: 40

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz BODY1: Futura

C: 100 M: 100 Y: 100 K: 100

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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branding guide Taste of the Wild brand uses a lot of natural and toned down warm colors. I added in the navy blue to my colour palette due to their use of it in their original logo. I also thought a nice contrast would be nice with the use of all the warm and natural tones. Typography is still something I am deciding upon. I’m not a huge fan of their current typeface they are using. I would like to totally revamp it to attract more attention. I’d like it look more high end versus the retro look they have right now. I feel that I can create a contemporary high end feel using some of the typefaces in my branding guide.

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package design I decided to remake a couple packages for redesign to show how the branding of PREY would be similar yet different. You can see all of the different package recreations off to the left. The more detailed revisions will be spaced out larger on the pages to follow. I wanted the new packaging to be modern, more updated and draw attention for the consumers. I wanted it to give the brand a fresh new look that still honored some of the basic branding of the Taste of the wild brand.

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Dog: Trout formula

a closer look...

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up close and personal...

Dog: beef formula

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sneak peak... cat: turkey formula

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paper prototype I wanted to plan out the paper prototype and how the box would even work for a design before I made a physical prototype. It took a bit of thought to construct it in a way that would work for assembly. Obviously the handle and the pour spout would need to be produced separately and installed later, but this gives you an idea of how this would look. The colors of the flaps and the top and bottom will be the same color of the flaps. It will be open recycled cardboard. Inside the box, for freshness, the pet food will be sealed in a plastic bag that will be open upon auto puncture when pulling the pour tab down. When it’s time to recycle the box, you can pull the inside plastic out to recycle separately from the cardboard. My goal is to make everything sustainable.

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planogram

This is the current way Taste of the Wild is stored at department stores. The small bags are typically kept at the top of the shelves for easy grabbing and the heavier bags stacked to fit in the smaller spaces below. This causes consumers to have to bend over and lift the heavy bags into their carts. My revision to the left will eliminate heavy lifting and potential injuries and stress caused by the traditional way.

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physical prototype This is what the physical prototype ended up looking like. I ended up creating a physical box of what the final packaging would look like. It has a handle and a pour spout. I wanted to get the packaging label physically printed, but there wasn’t any printers in town that were capable of doing so. I decided to still create a physical box and photograph. Using photoshop, I placed the package design on the box. I of course would like the box to be more of a recycled cardboard color, but I had to do with white for this project and the construction. It was really beneficial to build this project as it shows all the work that goes into packaging. I’m glad I made a physical version.

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Kranig packageredesignfinal  
Kranig packageredesignfinal  
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