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Graphics not sacrificed in new sustainable pet-food pack

Packaging for Kaytee’s new natural line of pet food uses a high-quality printing process to create rich, animal imagery for pet lovers, while employing FSC-certified, recyclable material.

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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.

“Stores typically merchandise these products by type of animal rather than by brand or manufacturer. So our goal for shelf impact was to combine a range of visual cues that worked in concert to create a strong position of all-natural and environmental awareness with the idea of doing something good for their pet.”

Carton artwork includes natural colors and elements combined with muted tones on a Kraft paperboard material that gives the Nature’s Benefits line an earthy, organic look.

“The design foundation is built on the visual cue of the natural-looking Kraft substrate, which underscores the key positioning of the product,” says Grant. “Rich animal photography is juxtaposed against a backdrop of environmental foliage, all on a palette of visually textured fiberboard. In a snapshot, the package visually describes the benefit of natural nutrition.”

Vibrant graphics essential

In order to capitalize on the emotional bond consumers have with their pets, the animal photography featured on the cartons had to be vibrant across the pet-food line. Unfortunately, Kraft paperboard does not always provide the highest print quality.

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