ABOUT

PROMEAL – BOSS PUGTHE DESIGN CHALLENGEThe design challenge was to develop a fresh new look for Boss dog food that is more inline with their ATL and BTL look and feel. Just Design took this opportunity to create an exciting new look for the range upgrade.DESIGN INSPIRATIONWe took inspiration from the colour palette, fonts and fun elements synonomous with the brand CI and tranlated this into packaging design language.DESIGN SOLUTIONThe overall design is quirky and exciting with a touch of BIG brand approach.We used emotive images of dogs that has the “more please” factor -  dogs eagerly waiting to be fed.  BOSS is BIG on nutrition. Therefor we emphasised the nutritional benefits by creating unique icons to communicate these to the consumer.We injected more colour by adding a sku-specific colourband to each design. This improved the shelf navigation and differentiation between the flavours.THE RESULTThe range upgrade resulted in a bold and striking pack with BIG personality.Overall the stand-out on shelf has improved and consumer’s now have an emotional connection with the pack. Who can resist these dogs, begging for more BOSS…