The Farmer’s Dog has long focused on its core product: fresh dog food. Rather than expanding too quickly, we’re doubled down on improving our main recipes as well as the ordering, delivery, and portioning experiences.
Yet more recently, we’ve began to look at how we can support dog owners and their pups in a more holistic way. A major new opportunity is treats. After all, treats are part of a dog’s diet, affecting their overall health just as their main meals do. We noticed a white space in the market to create healthy, human-grade, single-ingredient treats that are easily portioned for easy training and reward.
As a design brief, I aimed to build off The Farmer’s Dog main design system and aesthetic, but inject an added dose of fun. After all, they’re treats! Integrating our dog illustrations with the text created immediate playfulness, with a different scene unique to each protein. The SKUs were also color coded by protein to begin to build a system that could create immediate flavor recognition when and if the products are sold in stores — and be applied to future treat formats.
