2023-2025
Packaging
Crafted concepts for new pet food products that pop on shelf amongst a host of competitor brands. Creating layouts that feel vibrant and fresh while maintaining brand recognition with the use of signature visual elements was a priority for these recipes.
Functional Kibble line
Approachable | Balanced | Functional
Rationale
A practical look for Open Farm's newest line of dry food for dogs. The goal for these layouts is to ensure a distinctly different look from existing products, while capturing the functional aspect of these recipes. An off-white background colour flooding most of the panels hints at a clinical message, and is balanced by a pop of colour to easily distinguish between proteins.
Icons communicate the functionality of each recipe, and allow for an easy to digest and informative layout. This design system could easily be expanded upon, flowing into new recipes using new colours and iconography.
*Images courtesy of Gia Marescotti Photography
seasonal Fresh food label Concepts
Frosty | Energetic | Fresh
Rationale
A new and exciting packaging concept for Open Farm's line of fresh dog food, with a focus on a wintery scene. Embodying a sense of 'Winter Wonderland' in the visuals of this seasonal product was meant to catch consumers attention in store, while hinting to the holiday inspired ingredients in the recipe.
Dogs are playfully sprinkled throughout the scene with dog houses, snow piles and evergreen trees to capture this feeling successfully. The manipulated word mark feels fresh while bringing in a sense of classic holiday energy. The sharp serif font, uneven character heights, and swooping tail of the 'y' subtly nod to the idea of Santa's Naughty or Nice List.
wet food labels
Bold | Focused | Complimentary
Rationale
Simplicity was key for these small-scale labels. These layouts are meant to pop amongst competitor canned dog and cat products on shelf. The use of a bright colour palette helps draw attention to Open Farm, while also helping to differentiate between recipes. With the addition of the illustrated animal icons and ensuring the signature green logo is highly visible, consumers can easily find their recipe and are able to distinguish Open Farm from its competitors.
Single ingredient dog treat concepts
Energetic | Dynamic | Playful
Rationale
Open Farm Cubes are a single-ingredient line of treats for dogs. For the concept above, the designed word mark adds a playful element that speaks to the shape of the treat, while the use of black provides a strong anchor for the eye to land when viewing the product. The use of red colour blocking provides a tie back to Open Farm's core treat line and is used as a device to differentiate between multiple recipes. A second and third concept (below) were created to allow for a variety of layouts in the initial stages of the project.
