The Task
Redbarn Pet Products is a dog food company based in Long Beach, California. With the launch of two new kibble lines, their legacy Rolled Dog Food needed a refresh that more closely matched the look and feel.
Redbarn was started in 1996. Rolled food is the only original product still sold today.
My role
I was part of a team of two other talented in-house designers tasked with pitching a rebrand. We would need to get OKs from marketing leadership, national salesmen, and production teams based in Great Bend, Kansas.
The Problem
How do I update packaging to follow a design system never intended for it? How could I borrow similar elements from the kibble line to ensure the refresh felt cohesive? What is the unique selling proposition this rolled food offers for customers?
The outcome
My team successfully rebranded rolled dog food by honing in on the versatility and convenience the product offers. Outside of the retail packaging, the story of it being Redbarn's first food became a unique asset that competition could not take away from the company. After the rebrand and visual facelift, Rolled Food continues to be an online bestseller. That means thousands of happy dogs!
