Huggle is a conceptual project that I dreamt up and turned into a reality with the help of a few talented friends. Huggle is a dog food brand created to lure in the 25-38 year old craft beer drinking, fixed gear riding, organic grocery shopping, city-slickers who take pride in their love for their dog. These are the folks that bring their dogs to the brewery so their dogs can make other dog friends, rather than to socialize themselves.
Insight: Dogs have been notoriously referred to as "man's best friend" so I wanted to bring that truth into the campaign behind the release of Huggle. From that insight I formed the tagline "A man's best friend ought to eat like one," which illustrates the importance of feeding our dogs like they deserve to be fed. Treating them like we would treat our best (human) friends.
Continuing this feeling through the art direction, we used humans to emotionally connect the "best friend" analogy, by having them do all sorts of quirky activities a typical dog owner does with their dog. Huggle captivates the target audience, through bright colors, friendly and inviting rounded sans serif typography, striking imagery, and copy they can relate with. After researching dog food packaging and advertising I noticed that dogs are always shown. I thought this was a bit odd. After all, dogs don't buy dog food, so why are dog food companies showing other peoples dogs to potential customers? Huggle does the opposite. Huggle entertains potential customers, and keeps them coming back for more.
Concept, Creative Direction, Art Direction, Brand Identity, Packaging, Motion Graphics, Copywriting: Max Hofert Design
Photography: Ladd Forde - Forde Photo
Photography Assistance: Ted Heron
Wardrobe and Styling: Hannah Moon - Styled By Hannah
Hair and Makeup: Amy Kidd - Sweep Balayage Bar
Modeling: Nick Babich, Chauncey Wahinya, Rachel Roller