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Core values—real, honest, natural—conveyed by pet food pack

The Honest Kitchen redesigns the packaging graphics for its natural pet foods, using hand-drawn illustrations of key ingredients and copy to lend an artisan feel.

New design
New design

The Honest Kitchen, the only FDA-approved maker of natural, human-grade, dehydrated pet foods, is passionate about creating “Proper Foods for Pets,” meaning products that are real, honest, healthy, natural, and tasty. So when it came time to refresh its package graphics in order to take its product to the next level, it sought a design that would communicate the company’s point of difference, with a strong emphasis on the natural ingredients used in each formulation.

“We wanted the packaging to evoke a very natural, culinary look and feel to play up the beautiful ingredients we use in our human-grade products,” says Lucy Postina, founder and CEO of The Honest Kitchen.

The Honest Kitchen’s existing packaging graphics, which had been used for years and had helped the company grow from a startup to a nationally recognized brand, consisted of single-color palettes for each variety, with an animal silhouette on each pack. Copy was minimal. To grow its brand, the company knew it needed to step-up its package design.

To develop the new packaging system, in 2013 The Honest Kitchen turned to design and innovation firm Bulldog Drummond, a long-time partner that early on had helped The Honest Kitchen shape and define its growth strategy. According to Bulldog Drummond CEO Shawn Parr, in addition to wanting more focus on natural ingredients, The Honest Kitchen also wanted the new package graphics for its paperboard cartons to have:

• An overall more “natural presentation”

• A color-coded system to help consumers easily navigate on shelf

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