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Give a dog a (Tasty) bone.

Brand Architecture, Guidelines, Packaging, Strategy, Visual Identity, Website, Exhibition, POS

"A modern twist on traditional dog toy packaging with an uncluttered and stylish identity. The design of the packaging sets a new standard in its market."

The Dieline Packaging Design website

Our Creative Director was originally approached to simply package an existing nylon dog bone product, whilst at his former agency. Now, always being one to push the limits of a brief, he took the bold approach and pitched a whole new brand and packaging style, rather than just following what had been done before.


The result was something completely different in the pet world. Something that would set this range of products apart from it's competitors. Something that really reflected the quality of products, but spoke to the audience as adults and not children. Something cheeky, intriguing and memorable. Safe to say, the client was bowled over and fully embraced this radical approach. This was the birth of the new TastyBone. 

As you can see by the images here, a bold, simple, black and white style was created. A strong, stripped-back typographical layout dominates – not forgetting the cheeky tone of voice which has become synonymous with the TastyBone brand. Balanced by colour cut-out photography, and clear sizing labelling, this packaging shouts from the shelf in clear contrast to the plethora of neon-coloured, cartoon-styled competitors. The product is given a voice - a voice which shouts "I am Chicken" from the heart of the pack.

Within the first year, the rebranding and repackaging of the existing products increased sales by a massive 400%.


Following this amazing success, further line extensions were added to the TastyBone portfolio, including Edible Bones, Flexible Bones, Dental Bones, Organic Dog Biscuits, and a multitude of Rubber Toys and Multipacks.

Following the sale of TastyBone to Pet's Choice, Sprout continue to work with the new owners on some very exciting projects - watch this space!



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