Premium pet food redesign aims to inform consumer with front-of-pack nutrition info.

Blackwood Pet Food introduced a new packaging system to help dog owners find the right food for their pet’s specific needs. The brand story told on-pack emphasizes Blackwood’s commitment to slow-cooking all-natural ingredients.


“We leveraged insights into the primary pet caregiver in the home, the ‘dog Mom’”, says Scott Behmer of Ideas the Kick, the firm responsible for the redesign. “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.”


The new packaging has led to a new partnership between Blackwood and PetEdge, a distributor of pet products. The move is expected to result in an increase in Blackwood’s presence in specialty retail stores throughout the United States

Launch: August 2011
Package design: Ideas that Kick