If you love dogs, then you know Milkbone. The iconic pet brand recently worked with branding agency CBX to redesign its well-known packaging system. The new packaging system is robust and distinct through expressive photography, oversized typography, and eye-catching color systems.

Milk-Bone® has long been an iconic brand that ranked No. 1 in its dog treat category. Over time, category dynamics began to shift with new competitors and innovation entering. Milk-Bone needed to act fast to protect its leadership and partnered with New York-based brand agency CBX to unveil a dramatic new redesign of their product packaging, hitting shelves now.