Stella & Chewy's approached Farm Design to strategize the brand extension for their new kibble line. Aptly named WILD RED, the product offers optimal food for dogs based on their ancestral diet. The challenge was to introduce a new and unique architecture to their current packaging system, while still be recognizably Stella & Chewy's. Because shop-ability for consumers is key, creating clear brand and product zones enabled us to deliver a logical, emotional and utility story.
Visual Design System
Illustration & Animation
Inspired by the Wild
In name and concept, Stella & Chewy's WILD RED philosophy delivers optimal food for dogs based on their ancestral diet. Leaning on the pristine wilderness aesthetic, Farm Design captured the rugged and untouched through custom illustrations while leveraging the iconic Stella & Chewy brand red.
Establishing the System
With WILD RED's various flavors, kibble types and grain options, we strategized a clear and scalable system of communication points using distinctive shapes and colors. Because the kibble bags are displayed either upright or on their side, the key information must translate to the other panels with the same clarity and impact. With this strategy, the WILD RED packaging not only has strong brand presence on shelf, but also easier shop-ability for loyal and new consumers.
Building the new WILD RED packaging system for Stella & Chewy’s required a scalable packaging architecture and artifact system that could easily expand into new product innovations. Developing this distinctive system made it easy to expand the kibble line into other form factors and clear product recognition for consumers.