Two unique ranges of dog food packaging were developed for Amigo Integrity and Amigo Confidence. A strong emphasis was placed on the natural, high quality ingredients as well as their source – the Karoo. Soft curves repeat the distinct lines of the logo holding device and construct the visual cues for brand recall.
The brand concept of "only the best for my best friend" is considered in all the details, from unique icons and soft layout curves to typeface selection and tone of voice in the text. The art direction and key visual image choices create a sense of natural goodness while the vast Karoo landscape reinforce the sense of place.