These redesigns were created to enhance the feel of the Blue Chip products as a range.
Previously the designs had used different stripes on each pack. With the increasing numbers of products in the range this was making it look disjointed. The new packs, with one bold colour per product made it clear that all the products were different, but part of the same range.
The packs stand out dramatically in the horse food world, where most packaging uses dull, earthy colours, like farm feed. We realised that although most of the feed industry sees horses as functional animals, most horse owners have a very deep bond with their horses, so we made the packaging enticing… something they want to buy, not just something they have to buy.