McKinna Plant Labs
Taking the lead with a vegan dog food brand
McKinna Plant Labs’ updated branding and web design helped bring a brand new vegan dog food product to market.
From the get-go, we knew that this product (Noochy Poochy) needed to stand out amongst the other brands in the yard. Not many people know that vegan dog food exists, which gave our design team free rein from a design perspective.
The problem they faced is that the dog food market is very crowded, and customers are already loyal to certain brands. And then there are the strong views people have on vegan dog food, with many considering it unhealthy.
For us, it was a question of creating a competitive brand that disrupted the established market — we were going after the big dogs!
Making the branding and messaging feel safe was a big priority. We also wanted to create something that really stood out on the shelves, and was totally different to the majority of competitors.
We achieved this with the bold colouring of the packaging, and the eye-catching hand drawn cartoon dog styles. These aspects combine well in an industry dominated with darker ‘royal’ colours, such as deep blues and reds.
The identity we created, in essence, sells happiness. The soft pastel colours and cartoonish dog designs create a friendly, calming impression, reflecting the dog friendly and safe nature of the food.
And that’s before mentioning the font styles, which are bold enough to be eye-catching, but thin enough to be innocuous.
McKinna were kind enough to send us one of the Noochy Poochy bags once they went into production.
It currently sits proudly within the office as a reminder of this fun/challenging project.