Claire Lynton | Graphic Design
Sporting Dog Supply Company, based in Springfield, Missouri, specializes in food and treats for hunting dogs. The company’s mission is to create nutritional products formulated to meet the needs of high-drive, high-energy breeds used as hunting companions. One such product, Field Champion Treats, fills a long-standing gap in the market for a high-quality protein treat for these athletes. The design process for the Field Champion Treats packaging brought forth the challenge of creating a brand and packaging that imparts the importance of the specificities of Sporting Dog Supply Company’s product, as they relate to the health and wellness of hunting dogs.
The market for Field Champion Treats is the avid hunter that prioritizes the health of their dog as a working animal and as a member of the family. The goal of this campaign is to communicate the benefits of the treats for the dog and the satisfaction of the owner providing a specialized reward.
The color palette of the Field Champion Treat box has deep greens, khakis, browns, and blaze orange, colors that are traditionally found in camouflage hunting clothes. The bold and textured type is rugged, solid, and reliable. The primary display panel of the boxes feature several breeds of hunting dogs in action. Texture is utilized throughout the design, both in the typography and on the surface of the box in a natural camouflage pattern. Common tasks that these dogs perform—"TRAP,” “TRACK,” and “RETRIEVE”—are emblazoned in orange on the side of the box. Buyers will identify their dog as if they were on a hunt together. These boxes are designed to show the customer that they will be able to see the results of the research and development of Sporting Dog Supply in their toned and healthy companion.