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Blackdog packaging redesign unveiled.

Now launching at all leading Australian pet stores, is our new packaging design for Blackdog Petfood Company.


Blackdog have been trusted leaders in the petfood industry for over 25 years. In recent years, the industry has rapidly expanded with many new products and brands available to consumers. The vibrant new brand identity has been developed to ensure Blackdog’s diverse product range has strong shelf presence in a competitive market.


The Ivory crew have been collaborating with the Blackdog team behind the scenes, breathing new life into their visual identity – from a new logo, to redesigning their entire packaging range, as well as bringing their online presence up to date. This project has offered a unique opportunity to push the creative boundaries and inject a cheeky brand personality.





While we have designed their packaging with this playful personality in mind, we have kept their new logo clean and simple to ensure longevity and flexibility across all mediums. A bold black and white colour palette has been applied to reflect the history of the Blackdog brand. The introduction of a vibrant secondary colour palette has been used to segment the different ranges available.



The much loved rottweiler brand mascot has been phased out and replaced with the new Barkly Blackdog character. Introducing the ‘Barkly knows best’ segment provides customers with friendly advice and helpful tips.


There’s still plenty to be done to complete the rebrand, so stay tuned for more exciting reveals!

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