EarthPup
A packaging redesign that earned back retail shelf space
EarthPup had real credentials behind them, an award-winning environmentalist and sustainability expert, and an acclaimed Toronto chef, but their packaging wasn't telling that story or competing on shelf. They needed a brand system that could take them from scrappy startup to serious retail contender.
Strategy dictated that the redesign should lead with personality. Each flavour is named like a menu item, so customers can pair "House Burger" with "Side of Fries”, a fun nod to the founders' restaurant roots that also makes the product line feel cohesive and memorable. Muted, slightly vintage pouch colours are paired with bold accents that direct the eye on shelf and carve out space for brand storytelling on the back. The small details add up. Icon callouts, clever copy woven throughout, a product window shaped like a wide smile, and a message printed inside the empty pouch ("This is ruff! It's time to stock up."). The logo was refined, the colour palette warmed up, and the typography was updated to match.
The impact was real. EarthPup's new packaging got them back into retail locations where the previous packaging had been delisted.
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“I wish I could always be working on a project with Brett. He took our ideas to have a fun brand that pushes the envelope, and brought them to life. Not only did we love the entire project process, and designs Brett came up with. But we also really appreciated how Brett truly became part of our team. Sharing the wins with us, being patient and supportive when there were setbacks. I can’t imagine ever working with someone else. We are unbelievably proud of the brand now. Before, retailers weren’t interested in listing us because of our packaging. And now it’s the #1 compliment we get all the time about our products! A franchise that previously delisted us, brought us back on because of the packaging. The new designs from Brett have turned our business around. Before, our packaging was an eye sore and now retailers can’t wait to show off the gorgeous packaging.”