Petfood Industry - September 2017 - 30
30 | www.PetfoodIndustry.com
➥SUCCESSFUL PET FOOD PACKAGING REDESIGNS CONNECT WITH CONSUMERS
Zuke's new packaging tells a story and gets back to the company's
Durango, Colorado, USA, roots. It also places a high focus on sustainability, something Zuke's customers have been asking for.
The Country Butcher rebranding was completed and
launched on March 1 to significant success.
"Since [the launch], we've more than doubled our business with other customers who'd seen the old packaging,
loved the products and really wanted something more stylized that spoke to the modern consumer," said Higdon.
Getting back to the company's roots is also what Zuke's
focused on when creating new packaging for its treats. Based
in Durango, Colorado, USA, with a founding built on the
connection between human and pet, the company wanted to
convey authenticity and companionship in its redesign.
The old packaging was "full gloss with a metalized
layer and great lifestyle scenery art - a little cartoonish
in a sense, but a great representation of how you can take
your dog anywhere," said David Rizzo, Zuke's director of
operations. "So the idea was we were trying to showcase
that. And then we thought about our roots, and what really
connects to our authentic story. We decided to take it back to
a more natural look and feel that we had at the beginning.
We used to have matte packaging and it was very simplified
imagery on the front. But we decided to bring Durango back
to help show where the brand has always been, why we're
there and why we love Durango. All the imagery is Durango
people with their dogs who are Zuke's supporters."
So far, the response to the message has been positive,
according to Rizzo.
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