With an established presence in the dog treat space, Northern Biscuit was looking to enter the premium soft chew category with the aspiration to establish Softies as a significant player.
Leaning in to the Northern brand equity and its use of dog icons or illustrations to connect the portfolio sub-lines, we adopted that strategy to the category with the intent to disrupt the key players and garner customer engagement. The result is a clean, contemporary, and playful design that has brand block shelf presence, the ability to expand the portfolio, and a happy dog.
Developed while working with Mosaic
Team: Aneta Pacholska, Bryan Sage, Jeannette Williams, Jen Conlon, Jon Mutch, Lisa Sands, Natalie Babji