Laura Wilkens
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Minted Children's Fabric Design

When Pet Kelp chose to redesign their line of kelp-based dog treats, they specifically asked for a cleaner look and taking on the task of streamlining the selling points and nutritional information. However, the company wanted to keep the feel of their original packaging so they wouldn't alienate current customers. With the redesign, the dog silhouette was updated and made to look more playful. Instead of being near water, the dog is playing among "ocean treasures" such as a starfish, seashell and string of kelp. The subtle wave pattern and ocean gradient in the background provide the connection with the sea. While the logo remains the same, a strong color bar to highlight the flavor and the fun new tagline at the top gives the new packaging appeal on a store shelf. To allow for more space yet still keep within the company’s budget, we opted to print both a front label and smaller back label on the now white pouch so that the key selling points could really shine on the front of the package.

CLIENT: Pet Kelp
ROLE: Concept, Design, Finished Art
ART DIRECTOR: Dennis Abelson Children's Fabric Design

The design "Bold Balloon Animals" was chosen as a Jury Prize winner for Minted's Children's Fabric Design competition. It features different whimsical balloon animals including giraffes, elephants, monkeys, teddy bears, dogs and rabbits. The final design is available in ten different color variations and can be purchased as curtains, pillow cases, table runners, lampshades, placemats, napkins and as sheets of fabric.

1 of 150 winners out of 3,000+ total competition entries

ROLE: Concept, Design, Illustration, Finished Art


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