CBX Rebrand Keeps Tails Wagging

Life Is More Fun With A Dog

Milk-Bone® has  partnered with New York-based brand agency CBX to unveil a new redesign of their product packaging. The packaging aims to elevate the brand love consumers hold for Milk-Bone, while creating a system that can accommodate line extensions as well as improved shop-ability and navigation. According to CBX, research shows that consumers have a strong attachment to the Milk-Bone brand, and are open to new pet food products beyond the biscuit treats. Thus, the task for the agency was to create a new framework to organize current and future product lines with a visual and verbal language meant to capture the emotional connection between pet and owner during treat time.
“We set out to capture the essence of ‘life’s more fun with a dog,’ putting Milk-Bone at the heart of the joyful, authentic moment of treating your dog,” explains Chris Cook, creative director at CBX and Golden-Doodle owner. Adds says Satoru Wakeshima, managing director at the agency: “CBX held collaborative work sessions with the Milk-Bone team to align on how to best leverage the brand’s visual equities and assets across the key pillars of a comprehensive portfolio architecture. The result was a powerful visual and verbal system with distinct typography, color systems, photo styling and copy approaches that hold the portfolio together cohesively yet allows for expansion and growth.”
CBX used real dogs in the packaging photography to capture the essence of the fun that man’s best friends offer to their owners and dog nurturers every day. “Perhaps the most critical aspect of the redesign was getting the photography of the dogs just right. We wanted to capture the facial expressions, poses and most of all, the joy and playfulness that dogs bring to our lives.  CBX has helped set the stage for the future of the Milk-Bone brand with a design and packaging system that brings new energy and meaning to everything loyal customers know and love,” said Cook.