Laura Wilkens
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Nature's Logic Dog & Cat Food Packaging

Nature's Logic Dog & Cat Food Packaging

AWARDS: 2017 GRAPHIC DESIGN USA AMERICAN PACKAGE DESIGN AWARD: ANIMAL & PETS
NATURE'S LOGIC PACKAGING REDESIGN FIRST LOOK FEATURED IN PET BUSINESS MAGAZINE, NOVEMBER 2014

ROLES: Concept Development, Art Direction, Graphic Design, Print Ready Finished Art
CLIENT: Nature’s Logic • COPYWRITER: Dennis Abelson • REGION: United States and Canada

The Problem:
Nature’s Logic was confused for low-quality dog and cat food due to it’s farm-inspired packaging and poorly designed logo.

The Insight:
Pet owners seek products that not only contain high-quality ingredients but also have visually appealing packaging when displayed in their homes.

The Solution:
Revitalize Nature's Logic by undertaking a comprehensive brand redesign, starting with the packaging and logo, to create a modern aesthetic.


All the Details:
As demand and distribution for their "whole-food nutrition" pet food increased, Nature's Logic recognized the need to revamp their packaging. Originating in Nebraska, the initial Nature's Logic brand conveyed a rural, rustic feel. Their off-white packaging and farm aesthetic didn't reflect the premium quality of their recipes, which focused on 100% natural ingredients for dogs and cats without synthetic vitamins and minerals. The company sought to elevate and modernize their packaging with a fresh design and bold colors that would truly stand out on shelves.

My journey with the packaging redesign began by updating their logo. For years, customers had mistakenly referred to the brand as "Logic" due to the disproportionate hierarchy of the logo design, where the word "nature's" was concealed within an illustrated emblem. I refined the logo's typography with modern fonts that retained the essence of the original while adjusting the hierarchy to accurately represent the brand name.

Next, I determined the hero colors for each protein variety. Bearing in mind that many existing Nature's Logic customers identified their preferred product by color, we preserved most of the original protein colors but enhanced their brightness and saturation for a more robust shelf presence and contemporary feel. I attended press checks with the printer to ensure optimal color output across each design.

The vine and leaf motif featured on all of the bags symbolizes the natural ingredients in the recipes. The vines incorporate a leaf for each protein variety color, subtly showcasing the brand's entire portfolio on each bag. We also decided to retain the dog and cat silhouettes from the previous packaging to clearly indicate the type of food for both new and returning shoppers.

I designed all sides of the packaging across various bag sizes, including 4.4 lb, 13 lb, and 25 lb for dogs and 3.3 lb, 7.7 lb, and 15.4 lb for cats. The redesign was a tremendous success, garnering attention from multiple news outlets in the pet food industry, such as Pet Business Magazine and the Super Zoo Trade Show. Store owners began creating rainbow displays of the bags in their shops and sharing photos on social media. The distinct bag designs also gained traction among dog and cat influencers.

One of the primary objectives of this new packaging design was to establish a visual system that the internal Nature's Logic design team could apply to future products. It has been exciting to witness how the team has adapted the vines and leaves motif for each new launch, from canned food to bone broth and frozen patties, to their higher-end line: Distinction.


 Nature’s Logic packaging before redesign


 Happy cats and Doggos on Social


Nature’s logic packaging updates since redesign