The original Boss packaging was dull and uninspiring and viewed by the consumer as a cheap and nasty economy dog food product. We redesigned the identity to be bold and powerful and easily seen on a supermarket shelf. Humour and personality was brought into the packaging by creating the Boss crest with the line ‘100% Tasty’, supported by vivid bands of colour to differentiate the flavours. After 2 years we updated the packaging to add a more scientific slant.