Package Design | packagedesignmag.com

(July 2009) posted on Sat Oct 10, 2009

By Ron Romanik

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Training a dog to obey is all about positive reinforcement. Enticing shoppers to pick up and buy high-end, all-natural pet treats and food also requires positive reinforcement of the consumers' values. One way to do that is to follow the design trends of the human high-end, all-natural food segment, so that shoppers feel comfortable trusting similarly designed brands. Another way is to transcend those trends with gourmet and boutique elements to trigger aspirational values in pet parents who like to treat their pets as good as—if not better than—their own children.

"As the organic and natural trend has become more mainstream, it is mirrored in the pet food industry," says Maggie Johnson, co-owner of Sojourner Farms in Minneapolis. "The growth rate might not be as high, but the trend is still parallel." Sojourner Farms sells dog treats that have packages that borrow sensibilities from gourmet baking mixes and products with real human food flavors. "A lot of our design is inspired by what you would find when you buy food for yourself," Johnson says.

Sojourner Farms simplified their core dog food line with a modern color palette while "reversing" the design for their Grain-Free Treats and Monzie's Cookies.
Renewed transparency

A small window in the front of pet food packages is a growing trend that Johnson believes to be fundamentally important. "We wanted our brand to be transparent…we have no ingredient that's unpronounceable," Johnson explains. She believes wholeheartedly that the transparency leads directly to brand trustworthiness.

The brand name Get Naked promises transparency both up front and on the back panel. The Natural Polymer International Corp. (NPIC) in Plano, TX, debuted Get Naked 70% certified organic dog biscuits this spring. The biscuits have a low calorie count to help promote weight management. The treats also contain antioxidants for immune health, as well as ingredients to promote joint health and to help with pain and inflammation