packaged FINDINGS: Milk-Bone® Brushing Chews®

Posted on Feb 2, 2016 by

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Product packaging has an incredible impact on our daily lives. Our perceptions of products and the decisions to purchase them are influenced from the structural design to the graphic design used to communicate a compelling story about the product inside. Having spent over 30 years in the packaging industry, we love finding new and different packaging ideas that break themold and deliver something new, maybe even chancy. Every other week we’ll be examining packaging that catches our eye and sharing our insights with you.

This week’s packaged FINDINGS: Milk-Bone® Brushing Chews®

This week’s stroll down the aisle found me stopping in my tracks, sitting up and begging for more! At first I thought the packages were a misplaced human dentifrice product, but it soon became apparent that K9 oral care has achieved human level status. The product comes in mini, small/medium and large sizes; the beautifully designed and executed packaging easily distinguishes these sizes by color and a simple icon-based size chart. The battered folds of the carton create a refined and complexly elegant presentation, which clearly and readily pulls the consumer through the principal panels and onto the side and back panels.

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The bold and clean red and silver color pallet stands out on shelf, with the iconic Milk-Bone® brand supported in a clean and well-structured brand architecture. The typography is also clean and highly legible, even at smaller sizes. The addition of embossment and die cuts supports the product visuals, adding a tactile presence for consumers, without them needing to actually “experience” the interior product. The package is highly organized, and delivers great complexity without being pretentious.

The creativity does not end after the carton is opened. First, the re-closable flip top package makes the product easy to access. And upon opening the package another story is revealed on the inside that reinforces the brand architecture: an echoing arc within the package structural design that contains a full-color presentation of the Milk-Bone® logo as well.

The package also contains an accompanying coupon for the new Good Morning™ daily vitamin treats, which repeats the visual standards from the brushing chews package. A printed, re-closable plastic bag adhered to the inside of the carton reinforces and keeps the brand message in contact with the user throughout their experience.

I applaud the brand team that took the risk of raising this product/package creativity and execution out of an animal care utility category and elevating it to a high-quality, educational marketing tool that delivers a great product. This is innovative and on point work – and extremely well done.

If you are looking for out-of-the box solutions, let our creative team help you achieve what the Milk-Bone® team has done – Excellent packaging!


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