Loyalty Pet Treats
The food industrial complex afflicts not just what we eat, but the dietary fate of our four-legged companions as well. In a market flush with hyper-processed products, Loyalty Pet Treats was founded on the belief of advancing the science behind pet food.
Using a blend of techniques perfected over the last decade to ensure their single-ingredient meat products retain their nutrient-dense properties even after going through the dehydration process; the company also prides itself on being 100% Australian owned and operated.
In an often mass-marketed industry contented with housing pet food in plastic pouches or metal cans, we were tasked to bring the brand’s niche ethos of consciousness to disrupt the narrative of the assumed pet food packaging experience - in a manner that elevated the brand while reducing its footprint on the environment.
To unify the brand experience while segmenting each food product range with its own distinctive identity, we decided to create our own color-coded system to anchor each category with bold hues punctuated with clear informative copy text to help the packaging shine beyond what was commonly seen at pet product trade-shows.
Our packaging strategy (alongside an accompanying digital marketing campaign) resulted in a significant increase in sales from new consumers and a growth in Loyalty Pet Treats’ returning clientele who were intrigued by the fresh positioning.
The brand’s mascot - Evan the Greyhound, Chief Eating Officer - is christened on the side of each box to remind each pet lover not to overindulge their four-legged friends.
