Subplot Design Inc. was approached by long-term client Petcurean to help create a line of occasion-based jerky treats and snack-bars for dogs. The task was to re-invigorate the newly acquired Spike brand, make it part of the Petcurean family of already existing pet food products, yet give it it’s very own witty and unique personality.

Subplot partnered with US based illustrator Manda Wolfe to create detailed
illustrations of dogs in goofy and loveable poses. The bold backgrounds and cheeky copywriting highlight Spike’s fun-loving attitude furthermore, ensuring a unique spot within the dog treat category.

The name SPIKE sets up the playful attitude of the brand (what pet wouldn’t want to be called “SPIKE”?), and the brand logomark echoes the familiar shape of a round dog tag, with a discreet “S”. The packaging features prominent images of dogs “photobombing” the otherwise active-lifestyle scenes of running, flying a kite, hiking and enjoying the outdoors – all depictions of the on-the-go nature of this portable snack. The illustrations feature wonderfully silly and expressive dogs and simple lineart scenes.

Copywriting brings the brand to life with “SPIKE Says” phrases like, “I came, I saw, I pooped in the shrubbery”, “Overindulgence is a sign of a healthy appetite”, and the brand statement, “Treat others as you would be treated”. Even small copy lines like “to open, grab here with teeth” and the product descriptions like “Jerky for active and opinionated dogs” continue the brand personality at every touchpoint