Package Design - June/July 2014 - 55

The Honest Kitchen founder

using ingredients

made with love
Our recipes are

Call us at 866.437.9729
Email us at questions@thehonestkitchen.com
Visit us at thehonestkitchen.com
Be our friend at facebook.com/thehonestkitchen

that you'd recognize from
your own kitchen.

DON'T BE A STRANGER

Lucy Postins

For pets who
deserve to eat
like people

VERVE

STIR UP A WHOLESOME MEAL

VERVE

CLASSIC BEEF

VERVE

40LBS OF CONCENTRATED GOODNESS

RANCH
RAISED

For pets who deserve to eat like people

all the good stuff you want

For pets who
deserve to eat
like people
This product is made with human
food grade ingredients. It contains
no animal feed grade ingredients
and is made in an FDA inspected
facility, but is intended for your dog
to eat, not you!

Mix food with warm water

complete

y?
berr
an
Cr

Unlike traditional kibble, the ingredients that go into
each box of The Honest Kitchen pet foods are gently
dehydrated at a low temperature to ensure the
vitamins, minerals, antioxidants and amino acids
remain intact. And the result? Just add water for a
delicious meal your dog will love-full of nutrients
and flavor that will do its body good.

A classic wholegrain real food recipe

topping

for

Use in place of

RAW
when

Kibble

travelling

Large 51 - 70 lbs

Giant 71 - 90 lbs

ACTIVITY LEVEL
Average
Highly active/Puppies

DRY CUPS PER DAY

WATER TO ADD

10LB BOX
WILL LAST UP TO:

1/4 - 1/2 cup

1/3 - 3/4 cup

160 days

1/2 - 1 cup

3/4 - 1 1/2 cups

80 days

Average

1/2 - 1 cup

3/4 - 1 1/2 cups

80 days

Highly active/Puppies

1 - 2 cups

1 1/2 - 3 cups

40 days

1 - 2 cups

1 1/2 - 3 cups

40 days

Average
Highly active/Puppies

2 - 4 cups

3 - 6 cups

20 days

Average

2 - 2 1/2 cups

3 - 3 3/4 cups

20 days

Highly active/Puppies

4 - 4 1/2 cups

6 - 6 3/4 cups

10 days

Average

2 1/2 - 3 cups

3 3/4 - 4 1/2 cups

16 days

Highly active/Puppies

4 1/2 - 5 1/2 cups

6 3/4 - 8 1/4 cups

9 days

*We suggest dividing daily amount into two servings, one in the AM and one in the PM. For larger dogs adjust accordingly.
Please remember these are only guidelines! Your individual dog's needs will vary with age and activity. Our foods must be hydrated
with water before serving, but you can add slightly more or less water than we suggest, according to your pet's taste. Refrigerate or
discard any leftovers.

Dehydrated beef, organic oats, organic rye,
organic flaxseed, dehydrated potatoes, dried
carrots, organic dried alfalfa, dehydrated eggs,
dried apples, dried parsley, dried cranberries,
dried spinach, dried chicory, tricalcium phosphate,
choline chloride, zinc amino acid chelate, vitamin
D3 supplement, vitamin E supplement, potassium
iodide, potassium chloride, iron amino acid
chelate, copper amino acid chelate.

GUARANTEED ANALYSIS
Protein
Fat
Fiber
Moisture

22.50 %
8.50 %
5.80 %
8.5 %

Calorie content, calculated 3880 calories per kg/441 calories per cup
Complete and balanced Verve is formulated to meet the nutritional levels
established by the AAFCO Dog Food Nutrient Profiles for adult maintenance.

| Made in the USA with ingredients carefully sourced from around the world | *With added vitamins and minerals

REC

Net weight 10lbs/4.54 kg

whole food

EUSE, R
LE, R
EL
YC

Save this UPC for rewards! Save your UPC's to earn
points redeemable on food, treats and more!
thehonestkitchen.com/rewards

thehonestkitchen.com

Medium 31 - 50 lbs

Manufactured for:
The Honest Kitchen, Inc.
145 14th Street
San Diego
CA 92101
866.437.9729
questions@thehonestkitchen.com
thehonestkitchen.com

Serve with love

healthy

How much to feed each day

INGREDIENTS

E
OV

food to a storage container.
Please cut out and keep if transferring

what's in it and what they have to do. Pilla and
Postins wanted to play up the freshness and
wholesomeness of the ingredients, and photographs didn't work.
Once again, the solution was at its
fingertips.
For some time, Postins had been following the
antics and art of illustrator Natalya Zahn, who
wrote and illustrated a blog about her dog Oscar.
The designer had started the blog, oscaratemy
muffin.com, two years ago as a place to experiment with a new form of illustrations, ink
drawings with color. "It was a creative sandbox for
myself," says Zahn. The blog is filled with amazing
illustrations of her dog Oscar and natural pet food
recipes. When Bulldog Drummond called, Zahn
says she couldn't say yes fast enough.
Zahn and The Honest Kitchen had connected earlier when Zahn had first started her
blog and started networking with others who
were interested in feeding healthy fare to their
pets. "I connected with as many people as possible in the dog and design world," she says.
Turns out The Honest Kitchen was as smitten with her work as she was with its mission
and product.
Zahn's illustrations focus on rendering the
natural world artfully yet accurately. So she
draws Oscar, food and other things in the natural world with color, playfulness and clarity,
using ink drawings, watercolor and Adobe Photoshop. "That's my sweet spot, combining digital
technique with handmade art," says Zahn. "I use
the computer to marry layers of traditional
media to create a more dynamic image."
Once Zahn was on the project, she received
a long list of ingredients from eggs to cabbages
to roast chicken as well as a box of photographs
of dogs and cats, the pets of The Honest Kitchen

Use as a

variety

and

DOG WEIGHT

FPO

Add

balanced meal

Small 11 - 30 lbs

Can you sp
ot
a

Stir well to hydrate

extra
ingredients
for

Serve alone as a

Toy 1 - 10 lbs

with all natural* whole oats, potatoes, carrots, parsley and cranberries

MIX UP A LITTLE SOMETHING SPECIAL

This in-process version of the design has smaller drawings of the ingredients and a large water
drop but without the food bowl that completes the instructions of how to use it on the ﬁnal
package redesign.

employees. Nine of those honorary employees
of The Honest Kitchen are included on the new
packaging. (Oscar, Zahn's dog, however, does
not appear on the packages.)
Zahn updated the two primary, large watercolor-like silhouettes of the cat and dog to make
them more accurate and lifelike, while the silhouettes in the logo were unchanged.
She also did the graphics for the packaging,
including the pet bowl on the front with the big drop
of water over it conveying in a bright, blue way to
mix the product with water, while the see-through
window was moved to the side of the package.

TEXT REINFORCEMENTS
The illustrations of the ingredients create a culinary/artisanal feel that reflects how involved
Postins was in developing each recipe for The
Honest Kitchen. That handcrafted feel led Pilla
to search for fonts to reinforce that style. They
agreed custom handcrafted fonts weren't viable
long-term, and finally agreed on tall, thin fonts,
Shetchetik and Walden for the headlines, and
for the rest of the text, YWFT Absent Grotesque,
YWFT Signature and Myriad.
The names of each product such as Verve or

Grace came down in size and descriptions such
as "All Natural Cage Free Turkey," were upsized.

COLOR COMMUNICATES
Consumer research told them while consumers
didn't connect with the various names, they did
connect the color families of the products that
Fluffly or Fido preferred. The color connections
were kept and while some shades were changed
slightly to work with the ingredients, the tints
still tell the story of the ingredients. For example,
turkey's key color is blue, chicken is green citron
and beef packaging highlights reds and browns.
The redesign features one major color
change. Now the laminated full-box label is
printed on white paper instead of brown Kraft
paper though the box manufacturer stayed the
same. This change makes all the visuals pop and
adds one more fast recognition element. A
cream background tells consumers the food
contains grains while a full-white background
declares the pet food is grain free.
Now that's a story to tell. l
For articles on similar topics, visit the Health &
Beauty channel on PackageDesignMag.com

FOR MORE INFORMATION, VISIT * Alternate Routes Inc., www.alt-routes.com * Bulldog Drummond, www.bulldogdrummond.com
* Natalya Zahn, www.natalya.com

PACKAGEDESIGNMAG.COM

Package Design - June/July 2014

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