The bones and body parts category of chew treats easily puts dog owners off. However, they satiate a primal need for our dogs. The Good Lovin’ Dog Chews brand redesign needed to educate dog owners on the importance of dogs chews and make it more approachable, even enticing.
Making a high quality, reputable animal chew starts at the source, and that is where Periscope began looking for visual inspiration. Petco sources from reputable ranches in the USA to family-owned farm in Brazil. Drawing from the inspiration of sprawling farmlands and rustic ranch life, the brand expresses the quality and care used when selecting products for Good Lovin’ Dog Chews. The heavily weathered background (made with a dry brush and ink technique) is made to mimic weathered planks. An elemental color palette brings the product back to the heritage of the source. The custom icons on back of pack help inform the customer on use and benefits. A hex window allows for ample view of the product in a variety of pouch sizes and shapes. The brand is grounded by a redesigned logo tab with new logotype and a twisted bone icon that is inspired by vintage branding irons.
The simple brand building blocks allowed for a solid brand presence on pouches, labels, tags and various other structures. The iconic look of the new Good Lovin’ Dog Chews gave the brand the flexibility to expand into a line of premium food-grade dog jerkies and rawhides.