Starting our relationship with Bow Wow in 2016, our team was tasked with refreshing the Bow Wow brand. This included logo design, all
supporting elements including fonts, colour palette, voice and tone, plus packaging design. The project involved transforming the tired
style into an authentic, ‘home baked’ brand that would sit proud on retailer shelves nationally. The key element to retain was the
yellow pack, with most consumers recollection of the product being the pack colour. Other elements to incorporate into the style were:
healthy, natural, organic, and premium, showing an evolution of the brand and meeting market expectations.
Being an established brand meant that we had to ensure the design and integrity of the Bow Wow packaging didn’t become unrecognisable to
existing, loyal consumers. The packaging revision maintains the yellow as the key colour with a revised pack design, utilising a
contemporary square base pouch bag with matte finish with spot and metallic inks to convey quality. A key design element was to
incorporate a prominent size logo, with the goal of increasing brand name memorability, with strong product sku descriptor.
The consistent layout across the range of various size and shape products helps unify the brand.
Phase two in the evolution of the brand development saw the introduction of the 'Health' range of products and the update of the yellow
'Naturals' range of packaging. The pack updates involved an on-location photoshoot utilising various dog breeds, with the Border Collie
selected as the brand hero image going forward. The logo was also slightly revised to include the circle shape which assisted with the
application across all media in a stronger and more consistent manner. The pack design layout was improved to have more of a premium
feel and to still be consistent across the categories. The 'Health' range focuses on functional dog treats where the 'Naturals' are
single ingredient, animal based treats.
Branding and packaging are just one part of a complete marketing plan. We also undertake social media content creation and management,
fostering connection with an engaged audience. Advertising incorporates both digital and traditional media, spanning from magazine
ads in Buy Australian and Wellbeing, to social outreach on Facebook and Instagram.
A modern product showcase website has been built on Oncord, a premium digital marketing system along with extensive SEO and optimisation
for smooth and easy use on mobile devices. The new website features an extensive collection of professional human and dog models,
photographed at various key locations that were scouted, to achieve a wide diversity of images which fit with the brands theme and
strategy.
