In regards to package design, sustainability has been taking over through thoughtfully environmentally friendly choices. However, some markets are more sustainable than others, with some falling behind completely. The dog and pet food worlds are exceptionally behind in sustainable packaging, but Kandys Sujin Myoung, a student at At ArtCenter College of Design, has designed a new way of thinking about the packaging of dog treats.
Conceptually designed for the Cesar brand, Kandys created a partnership between the dog food brand and Loop, a sustainable method of cutting plastic usage. The result is a sleek design, branded specifically with the Cesar white dog but with more modern and approachable graphics and typography. Plus, the practicality element of having a dog treat package be stable and, well, dog-proof is both thoughtful and insightful.
The products are cohesive in terms of use of black, logo, the mascot, and the image of the food. However, there is no continuity in use of typeface. Overall, it has an outdated look due to the gradients and the typefaces that are used within the design. Cesar products were very easily detectable.
I did not have any difficulty finding products. Their products are faced upwards whereas other competitive brands are stacked. This is due to where the design is placed — Cesar on top, others on the side. For dry foods, the placement of Cesar was what made it stand out from other brands. Cesar was surrounded by very light and nature-themed products. This allowed their black and dark colored packaging to stand out.
However, this can change if Cesar is placed among colorful, and dark colored products. Blue Buffalo Wilderness’ products stood out due to the material of the packaging. Cesar has limited dog treats. Other companies had a wide range of choice, whereas Cesar only had two. It was very difficult to find the product among the sea of different competitive brand’s treats. Althoughthere were variety of colors, because they had similar tonality, no brands caught the eye of a consumer except Pet by Tasty.
Deviating from their past, Cesar strives to be a dog food brand that is clean — no more artificial flavor, colors, and fillers. The new and improved Cesar will be more modern and have elevated quality. Cesar will partner with Loop as a sustainable method to cut plastic usage within the dog food industry.
