Arm & Hammer

Dog Dental Treats & Toys

The goal of this redesign was to make the the line cleaner, friendlier and easier to understand. Previously there had been sub-branding that did not resinate with consumers and made choosing the right offering overly complicated. We ended up agreeing to do away with this and just use large whimsy product descriptors that fell under either a ‘Fresh Breath’ or ‘Tartar Control’ qualifier. I reshot and retouched all product shots making them a hero since we replaced the front window with side gusset windows instead. This allowed the packs to have much greater impact on shelf. I developed some new names, a custom typeface and illustrated simple flavor icons that went across both the treat and toy lines. This was so successful that I ended up redesigning the entire back catalog of Arm & Hammer pet dental products soon after.