Packaging, Illustration・2024
Dan's Pawty Poppers
Playful
Matte
Cozy
Dan McQueen, a local baker in Melbourne, created a line of organic dog treats made with human-grade, locally sourced ingredients—crafted with as much care as a treat for family.
Playful・Matte・Cozy
The Challenge
How can a new dog treat brand communicate trust, joy, and quality to customers who care for their pets like family? With Unilever backing the launch, the brand needs to feel both handmade and wholesome—highlighting its local roots and organic ingredients made to human-grade standards, while standing out on shelves with charm and warmth.
The Approach
To reflect the handmade, wholesome nature of the treats, I used playful line illustrations and minimal design elements to echo the clarity of the ingredient list. The aesthetic draws from healthy snack branding for humans—rather than typical pet food—to emphasize the product's high quality and clean ingredients, while giving it a cozy, joyful appeal.