Sojos is a raw dog food brand that desperately needed a facelift. The goal of this project was to better connect the quality raw stance of the brand with their visual representation in order to make it feel more cohesive.

For the packaging, the goal was to make a design that stood out in a pet food isle and was instantly recognizable as a raw product without being gross. The challenge was to create a pattern that was appealing. This was attempted by focusing on the subtle organic lines and fibers found in raw meat references. The type for the brand needed to communicate "wild" and fit with the overall impact of the packaging.

The result is a package that is refined, while still communicating the raw, organic contents. A minimal design and consistent illustration language help the bags feel cohesive, while the varying textures and color shifts help differentiate them easily. The type chosen was "Rockwell" and a grit texture was applied to the logo to reinforce the wild and raw aspects of the brand. The information was organized into a simple grid system so that as whole, the packaging is an appealing and intuitive experience for customers.