Dog food packaging in one brown ink

Djur Företaget's promise is simple: dog food at a fair price, without cutting corners on quality. The client came to us with their logo, the product information and one clear wish — a black Rottweiler on the bag.

The packaging had to keep printing costs low, match what the client had in mind, and still stand out on a shelf full of glossy, colourful bags. Our job was to find the balance between the client's wishes and what the market needed.

To keep the cost down we printed the bags in a single brown ink on natural kraft paper. Instead of hiding that limit, we made it the look: honest, natural and a little bit handmade — the opposite of the shiny bags around it.

With only one colour, the kraft paper becomes the second colour. Everything — the dog, the type, the icons and the tables — is built from solid brown and the warm paper showing through.

The Rottweiler is drawn in bold engraving-style strokes, so it works in one ink without any shading or gradients. It sits on the front looking up, tongue out, towards a big bowl of food — a happy dog waiting for dinner, which tells the whole story without a word.

Above it, the product name "Original" in a large, friendly serif, the Djur Företaget logo, the promise "Hundfoder till ett rimligt pris utan att tumma på kvalitén" and a "Svensktillverkat" badge with the Swedish flag drawn in the same brown line.

• Four simple icons for the main ingredients: lamb, blueberries, carrot and grain
• The weight in a solid round badge — 7 kg or 14 kg
• Full composition and analysis in Swedish and English on the gussets
• A feeding table on the back, by the dog's weight, in grams and decilitres per day
• A short story about the brand, a QR code and recycling marks
• Small hand-drawn details — a dog house, a bowl, a bone and paw prints — to keep it friendly

We set up the design for two bag sizes — 7 kg (400 × 700 × 120 mm) and 14 kg (500 × 700 × 140 mm) — with the front, back, gussets and the bottom panel each placed exactly on the bag maker's template.