In developing packaging for the new line, Kaytee’s design agency, Directions, Inc., attempted to leverage the emotional connection consumers have with their pets to further the brand/consumer relationship.
“The tone and manner of the design needed to convey a very strong sense of wholesomeness on several levels,” says Directions art director Aria Grant. “We wanted to create a crunchy-granola feel that was also very eco-friendly. But we also wanted it to acknowledge the bond between consumers and their pets.
