SmartBones®

Background

SmartBones® chews are rawhide free, highly digestible, made with wholesome vegetables and real chicken, and enriched with vitamins and minerals. This brand provides a healthy alternative to rawhide, making their treats a favorite among dogs of a variety of size and breeds.

Stakeholder Needs

SmartBones® has maintained their existing branding since they were founded in 2008. While the current graphics appeal to consumers, a new look was experimented with to bring a more modern and lively feel to the packaging.

Solution

Updating the logo to a more compact rounded font and the addition of a "lightbulb" letter graphic made the logo feel more current. Updating the logo with this graphic reinforces the message to the consumer that this treat is the smart choice for their pup. The use of brighter colors and patterns will help their products stand out on retailer shelves.