We were tasked to come up with a new style of packaging and and entirely new character for Cranimals new line of "Zendog" dog treats. These treats would soon be sold in stores across the United States and Canada.
Given the guidelines of a dog in a meditation pose, we pushed the theme further with adding a robe and a serene look for our poochy pal.
Once we have a strong idea of the direction of the character, I'll draw some final pencils and created the final art as shown on the top of the page.
This design was not only used for the packaging itself, but as a promotional tool as well.
One of America's leading dog food sites was quoted as saying:
"Cranimals: With its four organic certification labels, bright colors and statement saying that a percentage of the product’s proceeds are donated to pet rescue organizations, the packaging for Zendog Calming Biscuits drew us in."