Winston & Co.
Information, process, details and more.
How I designed $30 dog treats without apology.
And got a feature in packaging of the world.
Most pet food packaging design falls into two tired categories: cartoonish chaos that screams "cheap" or sterile minimalism that whispers "boring." Premium dog treat brands were stuck choosing between looking like a kids' toy or disappearing entirely.
Winston & Co needed custom pet product packaging that could command luxury pricing while appealing to sophisticated pet owners. The solution wasn't more dog imagery, it was understanding that humans buy dog treats, not dogs.
Premium packaging isn’t about ingredients or gimmicks. It’s about restraint, materials, and decisions made with conviction. I wrote more about that here.
Instead of competing in the traditional pet treat category, I repositioned Winston & Co through strategic package design:
Research Phase: I analysed luxury home goods packaging (think Flamingo Estate, not Petco)
Design Strategy: I created display-worthy packaging that demands counter space
Material Selection: Embossed details, foil stamping, structural design elements
Copy Strategy: "The nicest thing in your pantry. It's not for you."
Killed all dog imagery. No paws, no cartoon faces, no "good boy" energy.
Borrowed from luxury home goods. Think Flamingo Estate, not pet store.
Created display-worthy packaging. Embossed details, foil stamping, structural design that demands counter space.
Copy that speaks to identity: "The nicest thing in your pantry. It's not for you."
✓ Premium pricing accepted without resistance
✓ Customers display empty containers as decor
✓ Word-of-mouth shifted from product to brand obsession
✓ Successful placement in high-end retail
Most importantly: I gave sophisticated consumers permission to love their pets extravagantly without feeling ridiculous.
When you understand what your customer is really buying, price becomes irrelevant.
What makes premium dog treat packaging different?
Premium pet food packaging design focuses on the human buyer, not the pet. I borrow from luxury consumer goods whilst maintaining functionality for pet products.
What's included in dog treat packaging design?
My complete pet product packaging includes: brand strategy, structural design, label design, packaging copy, production specifications, and manufacturer coordination.
Do you design other pet food packaging?
Yes, I specialise in premium pet food packaging design for dogs, cats, and specialty pet products. Each project includes custom strategy and design tailored to your target market.
“Can you hear me SCREAMING all the way from the US?! It looks soooooooo gorgeous! I’m OBSESSED".
- NATT, WINSTON & CO.
LET’ MAKE MAGIC
I keep my project list intentionally small so I can pour everything into each design. If something's stirring in your creative mind, let's chat early to make sure we can work together when you're ready.