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Crumps’ Naturals Rebrand

Crumps' Naturals


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Crumps’ Naturals wanted to update its brand identity and packaging for its line of dog treats. Jacknife was invited to develop a new identity treat bag with a new identity and help establish the brand as a premium provider of products that nourishes the whole dog – physically, mentally, and emotionally.

The brand’s visual world needed to be updated to reflect this new positioning and speak to a younger, more modern consumer. Jacknife was tasked with creating a unified visual system that works across a variety of product lines and variations that currently exist in the market while still being flexible enough for new products that will soon be introduced to the market.

We began with an in-depth creative brief and framing session with the client, which we fast-followed with a creative brainstorm, an in-depth look at the category and extensive market research. After many sessions and rounds of revisions, Jacknife worked collaboratively with the Crumps team to come to a creative solution that solved for a new package that better expressed wellness and lifestyle, while still maintaining some key core elements from the existing branding.

The look is modern and fresh with organic shapes and a clean and welcoming colour palette that is current while being flexible to grow with the brand.  In addition, we created copy to help tell the story of nourishing the whole dog and developed messaging to reflect this evolved positioning.

We were very excited to be part of a project for a Canadian brand with homegrown roots that serve our favourite clientele – dogs!

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