Only The Good Stuff
What Pet Owners Want
Pet owners today are more informed and invested than ever. They read labels, research ingredients, and demand food that reflects the care and love they have for their dogs. They don’t want fillers, mystery additives, or vague claims—they want clarity and purpose behind the products they’re feeding their dogs.
A Changing Market
Air-dried dog food is a growing category, but many premium brands lean into exclusivity—high price points and elitist positioning. We saw an opportunity to differentiate by speaking directly to the everyday dog parent who wants premium quality without compromise. Pet owners care about where their dog’s food comes from and what it’s made of, but they also care about accessibility and versatility.
Storytelling on the Shelf
The packaging design became the primary canvas for storytelling, weaving together the emotional and functional drivers that influence pet owners. My role was to craft this story, ensuring it aligned with the strategic goals while resonating with the target audience. I had to tell a communicate in a way that resonates with pet parents and illustrates that The Good List is everything to love about being a dog.
The front of the package clearly communicates the 90/10 formula, listing premium proteins like beef, liver, and salmon alongside plant-based nutrients. This simple, bold declaration invites trust and directly supports the insight that pet parents want to know what they’re feeding their pets.
Playful dog illustrations and language that align with the brand voice capture the joy and love that come with living alongside your doggo. This lighthearted tone makes the brand approachable and helps pet owners see The Good List as a premium but affordable product.
Clear callouts on the back of the packaging (“Feed,” “Top,” “Mix,” “Treat”) emphasize how The Good List fits into a variety of feeding routines, making it adaptable to modern pet parents’ needs. This also ties into the broader strategy of promoting accessibility and ease of use.