Before and after of Redbarn's Rolled Dog Food. This was an interesting situation- the product has been around for over 25 years but has tepid sales in retail stores. A rebrand for the product was created to reintroduce it to the public. The goals were to make the design hierarchy easier to understand, accurately convey what the product even is, and have it play nicely with their flagship line of dog food kibble.
An early version of the design. This was the winning initial concept during the early stages of the rebrand. It focused on using elements from the line of dry food recipes (the cow, background, and color treatment) to help it feel like it was a natural companion rather than an afterthought.
If a new product is going to play nicely with existing products, I believe there has to be some continuity with design elements. A customer needs to implicitly understand that X and Y are related without being told.
There was an interesting wrinkle with these foods. Two of them had Grain-Free versions that needed to be addressed. It needed to be clear that a customer was getting the one they intended if both were available in a store. The solution for this was to, again, look at the current line of kibble and see that the grain-free and whole grain versions of each recipe flipped the colors around. This was easy enough, but the direction of the cow was also flipped along with the standard text letting you know which is which. We wanted it to be obvious rather than repeating the design and just slapping "this one's grain-free" on the package.