This project focused on evolving Merrick’s canned dog food portfolio to feel more modern, engaging, and visually impactful at shelf—without alienating existing loyal consumers. The challenge was to strike a careful balance between innovation and familiarity, retaining key brand equities such as the rustic cues and playful illustrative elements while refining them into a more contemporary, cohesive system.

The most significant transformation was the introduction of prominent product photography on pack. By showcasing the actual food and hero ingredients in a bold, appetite-forward way, the design reinforces Merrick’s commitment to real, whole foods and enhances consumer trust. Color blocking was strategically used to differentiate recipes across an extensive lineup, improving navigation while amplifying overall shelf presence.