Blackwood dog food packaging gets a redesign.



Blackwood Pet Food, which develops premium quality pet food, has undergone a packaging design change. Ideas that Kick (Kick)  was tasked with the challenge of creating packaging in the company’s dog food category that would help dog owners find the right food for the specific needs of their pet.

“We leveraged insights into the primary pet caregiver in the home, the ‘dog Mom,’” says Scott Behmer, account director at Kick. “She wants to be more informed about what she’s feeding her dog, so our designs place key nutritional information on the front of the bag in an easy-to-understand format. Now she can be smarter and feel better about her purchase decision. Plus, our ‘smart bag’ design is a key point of differentiation for the Blackwood brand.”

The new packaging has led to a new partnership between Blackwood and PetEdge, a leading distributor of pet-related products, which will result in a substantial increase in Blackwood’s presence in specialty retail stores throughout the United States.