Refreshing a Classic

Busy Bones is a dog treat line by Purina that serves as both a treat and a tool to protect your dog’s dental hygiene. They also are a great way to keep your dog occupied and entertained. The treats come in a variety of flavors and cater to dogs of ranging sizes so that all breeds can enjoy them. The packaging for the treats is very similar, featuring a photograph of a dog with the treat on a dark blue background. The graphics can tend to fade into the background on pet store shelves.

Fresh Colors and Graphics

The development stage began with composing a series of lineless vector illustrations The thought process behind this decision was to create a more modern feeling to the packaging rather than the dated design featuring the photograph and information on the blue background. In order to contrast the feeling of the original packaging, the color choices in the rebrand are intentionally more vibrant. Each bag features a monochromatic color scheme with an illustration of a different dog: a dachshund, pug, German shepherd, and Australian shepherd. A unique dog color scheme is used to easily differentiate the flavors, but the design is consistent enough for the customer to subconsciously recognize that the brand is Purina for each of the products.

Creating Awareness

The end result of this rebrand is a more modern and colorful design that would stand out more to consumers in a retail setting. To help customers be aware of the rebrand on this specific line, the Purina website’s home page features a banner image featuring the graphics of the new colors and graphics.