Davidson Branding's brand refresh for 4Legs gourmet dog food is a success story that has won gold at the 2021 Melbourne DRIVENxDESIGN Awards.
Along with a new brand strategy, the 4Legs gourmet dog food packaging was given a fresh and contemporary look. Davidson Branding redesigned the green packs with a bigger, imperfectly ’tilted’ font, and more surrounding clean white space to communicate the fun and energy of the brand’s new positioning and convey a wholesome and playful feel for the product.
The new 4Legs bespoke Basil character illustration is synonymous with the brand, and heroes the pack, playfully interacting with the panel in four different ways across the range.
“These illustrations are engaging and aim to evoke consumers to bond with the brand,” says owner, Grant Davidson, expanding on the strategy for the design and packaging of the 4Legs brand, which was primarily about an owner’s relationship with a happy dog.
Instead of focusing on the nutritional benefits and scientific research behind the recipes, Davidson Branding concentrated on the emotional connection between owner and pooch. The health benefits were consequently implied, that a healthy dog is ultimately a happy, active and playful dog.
Organically, the brand story centred around the slogan “4Legs: Feels Good” and became the main focus of the brand's new look and feel.
Since hitting stores, 4Legs has, according to Davidson, successfully differentiated itself from its competitors in the market; the fresh packaging makes the products easily recognisable on shelf and ensures cut-through in a cluttered, undifferentiated category and the packaging format itself adds to the increased shelf life of the products.
