Dog Food Packaging | Branding | For Dogs' Well-being

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Redesigning Rufruf’s culinary heaven to support dogs’ well-being

Year of realization

2022 – ongoing

Client

Rufruf

Type of work

Art Direction, Branding & Strategy, Packaging, Illustration

Designers

Jakub Franta, Gabriela Pekárková

Rufruf, a dog food manufacturer, approached us with a desire of a complete redesign and repositioning of their brand. The aim was to transform their previous visual style and packaging to a more freshly-looking and modern design that would better communicate the quality of their products.

A world where dogs live their lives to the fullest

Target audience

All dog owners who want happiness for their buddies.

Goal

To inspire and educate owners about the importance of their dogs’ health and well-being.

“Being well together” as a brand motto

“I should take care of well-being because it will make my dog happier, healthier and live his life longer and more fully. This attitude will deepen our relationship together and we will both be happy.” The Rufruf team wishes that all customers would think about their dogs in this way.  To embody this concept in the design, we decided to create dog mascots that customers would associate with Rufruf. Each of these mascots would represent one of the products and guide customers on their journey toward improving their dog's lifestyle.

The aim was to use a modern and fresh color palette that would effectively represent well-being and natural base of their products in both digital and offline presence.

Healthy gut = hormone happiness

The research demonstrated that, for dog owners, the long-term health of their dogs is crucial. However, many dogs often suffer from physical or mental illnesses attributed to improper lifestyles or inadequate care. Rufruf aims to eliminate these diseases by raising awareness of the nutritious food they offer. We assisted the client in finding ways for design to effectively communicate this, leaving a positive impact on their audience.

Heavenly good eating? Packaging that tempts taste buds

Our primary objective was to design packaging with a vibrant look, ensuring it not only stands out on the shelf but also establishes a strong and recognisable brand presence that ultimately contributes to increased product sales. At the heart of this design is a joyful golden retriever seated on a cloud, enjoying its presence in a heavenly setting filled with fresh ingredients.

Two similar yet slightly different design variants needed to be created to distinguish product lines that contain grains. It had to be clear that they shared the same flavour profile as the regular product line. This was achieved by employing a vibrant and lighter tone of the same color.

Canned food so great you’ll want to put it on your pasta

In addition to designing the kibble packaging, we also created a design for the canned food. We enjoyed customizing content into smaller sizes and devising creative strategies to ensure repeat purchases.

A reward that will make your dog voluntarily jump into the bath after a walk

Aaand... click! We also designed packaging for training treats! Collaborating with a world champion cynologist, the product was crafted, and the design effectively communicates this on the back of the packaging.

A sprinkle of unique magic powder – not the illegal kind!

The design for the food topper includes several illustrated tutorial elements on how to use it correctly. Accompanying press materials were also created to promote this miracle product and communicate its added value.

Empty bowls & empty warehouse

We've transformed Rufruf into a modern, playful yet sophisticated brand, ensuring consistency across all digital and offline materials and laying the groundwork for potential expansion in its product offerings. The brand now occupies a truly distinctive position in the Czech market, contributing to the increase in sales, attraction of new customers, and the transformation of dogs' lives into healthier ones.