Merrick Oven Baked maintains the product attributes most positively commented on by pet parents: natural ingredients, good smell, treat size, and fun shapes. Merrick Natural Cuts is an innovation that creates a natural, long-lasting chew with 20+ minute chew times which is expected to expand Merrick's crunchy treat business.
The Natural Cuts needed to be brought to life visually through illustration and context while maintaining Merrick's identity.
For Oven Baked, we were tasked to renovate the packaging with appropriate photographs to convey an appealing visual as well as add more depth to the overall layout.
For Natural cuts, we used a rounded typography with a modern script for the logo lockup to create the brand identity and a clean, simple yet modern layout by using softer color schemes and animal illustrations to express the individuality of each flavor.
As for Oven Baked, we incorporated real food imagery and photo editing to create a friendly and appetizing appeal to the customers. The use of vivid recipe colors for the textured banners also created a balance between aesthetics and fun.
