Blackwood Pet food is an impressive family-owned company that prides itself in its offer of high-quality pet foods that contain no wheat, corn or soy. Originally created with working-dogs in mind, the Blackwood product line became popular as an overall superior ‘fuel’ for dogs that’s slow-cooked and meticulously crafted to be the most energy-dense and healthful food an owner can provide.
Blackwood Pet Food desired a new brand look and positioning that leveraged these attributes. We began by doing store-audits of their competitors, looking specifically at retail display design and messaging. With support of our content and strategy teams, our design team then explored various visual themes that could strongly represent the brand, and once a direction was chosen, we developed the visual brand story, brand identity, iconography, design elements, packaging maps and ultimately, a thorough guidelines document to house all these elements.
With the guidelines document deliverable, Blackwood was able to partner with a design firm local to them to create a new website and packaging look.
– up-front visual brand theme development
– up-front conceptual development of brand identites