Creating Canine Connections and Modern Pet Appeal Through a Refreshed Brand Journey
Scope
Creative Direction
Visual Identity
Packaging
Social Content
Brand Guidelines
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Crumps’ Naturals, makers of premium dog treats, needed to update its brand identity and packaging to attract new audiences. Jacknife was engaged in developing an improved visual identity and packaging system to help better establish the brand as a purveyor of premium products that nourish the whole dog — physically, mentally, and emotionally.
Crumps is a family-owned and female-led company that started in a home garage in 2006. Since then, the brand has grown to include operations in Canada and the United States, with distribution across over 2000 locations in Canada. We were very excited to be part of a project for a successful brand with homegrown Canadian roots.
The brand’s visual world needed to be updated to reflect new positioning and speak to a younger, more modern pet owner.
Jacknife was tasked with creating a unified visual system that works across various product lines and current variations while being flexible enough for new product introductions.
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. Jacknife collaborated with the Crumps team through many sessions and iterations to develop a creative solution for a new package that better expressed wellness and lifestyle while maintaining some key core elements from the existing branding.
The visual system is modern and fresh with organic shapes and a current clean and welcoming colour palette while being flexible to grow with the brand. In addition, we created writing to help tell the story of nourishing the whole dog and developed messaging to reflect this evolved positioning.
This team is thorough; they do their research and use this as the basis for their creativity. They have recently developed a new visual identity & packaging design for our brand, that is getting high praise. Previously I have worked with them on retail design projects, and they have always treated each detail with importance. They are a very creative team, but more importantly, their work is grounded in a deep understanding and interest first.
Shalini Roncato
Director of Marketing, The Crump Group
