Leading the brand into the great outdoors was the breath of fresh air needed to show that the taste dogs love is matched by the wholesomeness their owners want.
When Edward Baker set up his family flour business back in 1851, he had no idea that 71 years later he’d go on to launch a delicious animal food. Since then, Bakers has been devoted to helping dogs live the happiest, healthiest lives possible. The launch of BAKERS Complete in 1991, a dry dog food that was just as tasty as it was healthy, signaled the arrival of the brand we know and love today.
However, despite Bakers leading the way in developing the most tasty, healthy and innovative foods for our faithful companions, owners started to express concerns that products contained artificial and unnatural ingredients.
We stuck our paws in and identified that, although the existing packaging showed the product with clarity, it’s colours, photography and composition weren’t rooted in reality and still looked a bit artificial.
So we simply took Pippin, the faithful Bakers dog out for a walk into the open air, and in doing so left behind the artificial colourways. By going to this expansive space – we instantly put nature right back into the heart of the Bakers visual language, reminding every dog owner of the life they would love for their dog... a walk in the park.
PREVIOUS PACK DESIGN
We also took a fresh look at the Bakers brand itself, naturally helping to simplify and modernise, while retaining recognition and confidence. All underpinned with the words... tasty goodness every day.