Gentle Giants' pet food bags break all the rules when it comes to design and by taking a "more is more" approach, the brand boldly sets itself apart from competitors. The brand's packaging uses as much space as possible to convey positive testimonials, pet photos and benefits of the products, and yet the almost overwhelming visual content works in its favor, making it clear that the products are abundant in good features that please pets and owners alike.
Gentle Giants' bold "anti-design" stands out in a way that uniquely communicates its personality, brand story and the benefits of its non-GMO food formulas for cats, kittens, puppies and dogs. Although the anti-design approach is embraced by few brands, it works for a handful like Dr. Bronner’s and Gen Z Water.
Anti-Design Pet Food Packaging
Gentle Giants' Bags and Cans Waste No Available Visual Space
Trend Themes
1. Anti-design Packaging - More brands will adopt anti-design packaging to set themselves apart from competitors and creatively communicate product benefits.
2. Visual-heavy Branding - More companies will shift towards visual-heavy branding to effectively convey brand message and product features, with Gentle Giants being a leading example.
3. Non-traditional Advertising - Companies will experiment with non-traditional advertising, like testimonials and pet photos on packaging, to capture consumer attention and build brand loyalty.
Industry Implications
1. Pet Food - Anti-design and visual-heavy packaging can be used by pet food companies to convey quality and build brand identity.
2. Consumer Packaged Goods - Visual-heavy and anti-design packaging can differentiate brands and effectively communicate product benefits across all types of consumer packaged goods.
3. Beverage - Beverage companies can experiment with non-traditional advertising by featuring testimonials or photos of customers enjoying the product to increase brand recognition and loyalty.