Value proposition
Real ingredients, real motivation, protein-rich bites that dogs love and owners trust.

Audience & personality
Dog owners focused on quality, transparency, and convenience. Personality: warm, credible, modern, and down-to-earth.

Creative direction
Create a cohesive packaging system for resealable stand-up pouches that reads clearly on shelf and online. The look should feel clean and natural with one unmistakable visual device that scales across proteins and sizes while keeping the master brand prominent.

Brand colours

Swatch	Name	HEX	Use
▉	Deep forest	#1F3A2E	Primary brand, headlines, wordmark
▉	Meadow	#6AA57A	Protein/variant accent, dividers
▉	Warm caramel	#B9814A	Secondary accent, seals/badges
▉	Slate	#3B4A59	Body text, regulatory copy
▉	Bone	#F2EEE6	Light backgrounds, panels

Maintain AA contrast for text on Bone; avoid neon tones. Use a single accent per SKU for quick variant recognition.

Brand constraints (must-haves)

• Brand name “PeakPaws.”
• Clear protein/variant naming (e.g., Chicken Breast, Beef Liver, Salmon, Pumpkin & Blueberry).
• Front callouts zone (e.g., single-ingredient where applicable, grain-free, freeze-dried).
• Back/side panels: Ingredients, Guaranteed Analysis (crude protein/fat/fiber/moisture), calorie content (ME, kcal/kg and kcal per piece/serving), feeding guidelines (“intended for intermittent or supplemental feeding only”), net weight, lot/best-by, company info, barcode, and recycling marks.
• Optional small frosted window only if barrier and shelf life are not compromised; otherwise use product illustration.
• System must work on high-barrier mono-material pouches (recyclable where available) and an optional shelf display carton.

Deliverables & specs

Item	Details
Formats	Stand-up pouches: 2.5 oz (S), 5 oz (M), 10 oz (L) with zipper + hang hole; optional PDQ display carton
Dielines	Pouch with zipper, gusset, tear notch, 3 mm bleed; PDQ tray with glue flaps, 3 mm bleed
Print files	CMYK + up to 1 spot; vector PDF/X-1a + layered source files
Variants	4 core SKUs + 1 limited; consistent master brand with clear variant cues
Barcodes	UPC/EAN on all packs; quiet zones maintained
Regulatory	Guaranteed Analysis, ingredients, calorie content, feeding guidelines, caution (“Not for human consumption”), distributor info
Digital	E-commerce heroes (front/angled), PDP detail set (back-of-pack close-ups), lifestyle thumbnails
Mockups	Shelf set, peg hook, hand-held pouch, and 3D spin for each SKU

Production notes (flexible film & display)

• Pouches: Specify high-barrier film (oxygen/moisture) suitable for nitrogen flush; matte or soft-touch optional. Keep live text ≥3 mm from zipper, notch, and seals; avoid strokes < 0.4 pt; minimum live text 5 pt. Reserve space for oxygen absorber notice where used.
• Windows: If used, keep small, frosted, and away from seams; validate MVTR/OTR targets.
• Display carton: FSC paperboard with matte AQ; ensure front lip height supports billboard read.
• Operations: Reserve unobstructed area for lot/best-by inkjet and a QR linking to sourcing and feeding tips.

Do / don’t

• Do make protein differentiation instant via accent color and a single icon/illustration style.
• Do test legibility under warm/cool retail lighting and on glossy films.
• Don’t crowd the front with claims—limit to one primary and two secondary callouts.
• Don’t rely on photo textures or busy patterns that reduce clarity at small sizes.

Success criteria
Recognizable at 2–3 meters and compelling at thumbnail size; consistent master brand with unmistakable variant cues; compliant labeling with scannable barcodes; clean print results across high-barrier films and display cartons.

Tone of voice
Friendly, trustworthy, and transparent, ingredient-first without hype; caring without cutesy overload.