Lord Jameson
Packaging design
and digital campaigns
Lord Jameson Dog Treats
The Lord Jameson Dog Wellness, Everyday, Farm stand, and Holiday collections were redesigned in 2020 to position the brand as a leading label in the organic dog treat industry. As the lead designer for Lord Jameson's packaging and digital campaigns, I was tasked with creating a design system that would be reflected across all treat lines and differentiate LJ as an organic certified, luxury dog treat brand.
Problem
The Lord Jameson brand needs packaging that speaks better to their organic product and that will stand out on shelves against other luxury dog treats.
Idea
Design and bright and vibrant line of packaging that tells consumers right away what the flavor and brand values are.
Goal
Develop a design system for the packaging that will grow with the brand and be inclusive of the existing three product lines.
Role
Lead graphic designer for packaging and digital advertising.
Copy and brand photography by
CEO Sarah Goldberger
Key Insight
Lord Jameson's customers love that the dog treats are 100% organic and that their is a broad range of healthy, unique flavors.
Category
Packaging design/art direction.
Client Project.
Original Packaging
Lord Jameson's original packaging for their Everyday Collection used only black with accent colors for each flavor. While elegant, this did not help the brand stand out on the shelf and did not read organic at fist glance.
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Wellness Collection
I first designed the packaging of the brand's new line of functional treats, formulated with organic herbs and botanicals. The collection consists of three flavors, each to support an aspect of dog wellness such as digestion and immunity.
The packaging was designed to embody the brand and the product's medicinal qualities. The colors are both vibrant and earthy to communicate the natural remedy inside the treat, while the medicinal component to the product is clearly shown in the front of the packaging in a large icon to differentiate it from other LJ product lines. The boarder around the packaging mimics old pharmacy labels and gives the product a sophisticated look.
Everyday Collection
The Lord Jameson Dog Everyday Collection was redesigned to pop out on shelves to appeal to pet owners and retailers while showcasing the unique product and its benefits clearly. The colors and type on the packaging were modified to integrate the new Wellness Collection into the new design guidelines. The result allows the flavors to be readable from far away and creates a better hierarchy of product information. Each flavor is now more distinguishable and memorable.
Large Breed Collection
The Large Breed line was created for larger dogs. The product is differentiated with a seal on the front next to the treat window. "For Larger Breeds" is printed large on the label.
Holiday Collection
The Holiday Collection contains four different treat flavors, one in a unique candy cane package that retails at a lower price as a stocking stuffer. For this collection, the product is differentiated by a bow at the top and holiday decals, as the collection is limited and seasonal. The flavor "Hanukkah Gelt" is the first Hanukkah themed dog treat product to retail nationally in the U.S.
Farm Stand Collection
New in 2021, the Farm stand collection uses similar design motifs to the Holiday collection to create a bundle of seasonal flavors that differentiates itself from the Everyday line.
Small Breed Collection
New in 2022, the Small Breed collection uses bright colors and fun design motifs to show off the smaller treats called "Little Rewards". There is a small breed seal on the front similar to that of the large breed collection.
Results
Gingerbread Cane won Pet Independent Innovation Award for Best Dog Treat Product
of the Year in 2020
Lord Jameson gained partnerships with retailers such as The Vitamin Shoppe and Chewy in 2021
Lord Jameson started selling internationally in Canada, S. Korea, and the European Union 2021
Web design
I designed the ingredients page on the LJ website for customers to explore all the unique organic ingredients inside each of the LJ flavors. They can click each flavor to navigate nutritional information.
Digital Ads
Banners created for online pet retailers.
2022 trade show booth design
Booth design for Global Pet Expo and Superzoo in 2022.
