So, we know we're looking for great work at bargain basement prices. And we're sure you've heard it before. So, we'll spare you the sad story about our budget. But, we'll give the winner as much future work as we can. And, hopefully this will be the beginning of a long future.
You should have experience with food label design - not necessarily dog food labels. Our food products stand apart because they're not like other dog foods, but customers eyes do expect certain elements on the labels of their foods for dogs (a dog, for instance!).
Since we started the company, we've grown fast. And, we've tried to keep doing things the way we always have. But, now we need to take on a more professional, audience-right look and feel for our product line. But, we need to do so in a 4.75" x 3.75" label.
We don't have in-house design, so anything that knocks our socks off will, hopefully, lead to more collaboration on new products and as we migrate the product to newer, more professional packaging during planned evolution. But, we do have someone who does basic design & layout, and we often need to slightly modify our labels. So, please include basic layered .PSD files if you're selected (we have CS3.)
On our web site and in some of the files we've posted, you'll see past direction that we're not exactly happy with. So, these examples are there just to give you some ideas about some of the things we've tried.
In descriptive terms, we want a label that communicates (not gourmet!) high-end food, health, wholesome, energy, home, love and DOGS ARE FAMILY -- all with a little snark that says we're here to disrupt.
Our market is 55% female, 30-55 years old. And, our labels have been accused of not exactly what appeals to that demographic, and not being in step with what's working on pet food shelves (think Pastel palettes, illustrated vector art, etc.) So, as we spread into more and more pet food stores, we want to give our brand the best chance possible of getting that second look. If you're looking for examples (we don't want to be too direct with direction), see Honest Kitchen's package style (we know, it's a whole box, that's why it's a challenge!)
these 4.75" x 3.75" labels will fit on flexible, transparent stand up pouches that showcase our food product. And, we'll be printing them on-demand, so they need to be laser or digital press friendly designs. They'll print on white, matte, BOPP (poly) or vinyl material that is water & moisture resistant. So, not glossy. Please create any design to print full-bleed (at least 1/8" overlap on 4.75" x 3.75" label, rounded corners, landscape layout.)
We'll need to vary this label for 5 basic product varieties in Beef, Chicken, Lamb, Salmon & Turkey. And, each of those varieties will be packaged in up to four package sizes. So, please leave a space for a designation of package item count ("2 pack", "4 pack", "6 pack" or "10-pack"). By regulation, the net contents of the packages must display weight in Ounces or Pounds (Imperial Weight), and in Grams (metric.) Imperial weights must be in the lower third of the label, and must be followed by the metric weight in parenthesis (usually below). See our examples of previous labels.
We use color (of text, design elements, etc.) to visually communicate the variety of the product. We've used reds for beef, yellows for chicken, blues for lamb, salmon for, well, salmon, and brown for turkey. Feel free to experiment with this concept so that your palette works. If you want to use descriptive terms for the proteins, it should be "Top Round of Beef", "Free Range & Cage Free Chicken", "Spring Leg of Lamb", "Wild Caught Salmon", and "Free Range & Cage Free Turkey". Other text for labels is included in the pastel examples attached. Disregard text on the textured, wood grain background examples. Most other design elements on pastel examples are there for a purpose, though they're not pretty.
The protein variety MUST be clearly apparent and visually stand out. We use icons to reinforce this, but feel free to go a little crazy with this idea. the 76% 18% 6% message you see on these example labels are strong sell points for foods for dogs.
Feel free to incorporate pictures of Beef, Chicken, Lamb, Salmon or Turkey. We haven't done this because we want the customer's attention on the food (visible through transparent package). But, if you find a way to do this that adds instead of distracts, that's good.
Our logo (text based, with a dalmatian photo) can be stylized or modified within limits (it's copyrighted.) Don't feel shy about suggesting changes, though, if you think they'll make the label stronger.