The Adirondack packaging concept was designed to appeal to owners who value “outside” time with their pets and appreciate the quality of a food made in the USA. Kick updated the brand with bold new visuals and messaging. The Adirondack packaging system utilizes beautiful nature photography of the Adirondack region and bright colors to differentiate recipes and to tell a story targeted at adventure-seeking pet owners.
Family-owned, Ohio-based Blackwood Pet Food tasked Kick with re-packaging its Adirondack legacy brand, in hopes of extending their retail footprint and gaining new market traction. Existing Adirondack packaging was dated and lacked even the slightest equity with pet food buyers. Kick’s rugged new packaging system concept for Adirondack suggests a L.L. Bean catalog or National Geographic photo spread.
Kick’s creative concept for Adirondack speaks authentically about what many pet owners consider quality time with their pets.. Most mass pet food packaging uses appetite appeal — targeting pet owners — to sell substandard product. Anybody who knows about dog food knows that human appetite appeal isn’t what matters. But we all enjoy adventures with our pets. American-made quality and authenticity are key to the Adirondack brand concept.
Kick’s Adirondack rebranding inspired Blackwood to rethink how they introduce all of their brands to retail partners. Take it from the client: “We knew that Kick would deliver great designs,” says Matt Golladay, Blackwood Pet Food Vice President. “We had no way of anticipating they would have us entirely re-visioning how we looked at a brand that had been in our portfolio for years. Now we’re able to approach retailers with a tiered offering of premium pet food brands — and we can already tell that retailers are just as excited as we are.” Kick’s new Adirondack packaging premiered at the Global Pet Expo in March 2014.
