While it was obvious Tex, the Rawhide Ranger, was always going to be popular with the animal kingdom, Weaver knew he also had to appeal to discerning dog owners.

“I was interested in attracting customers to something more than another chewable toy,” he explains.

“I wanted to offer something extra for those energetic teething outdoor-type dogs. I think this may be the only rawhide product that includes another activity other than chewing.”

Weaver recognised that the packaging of the simple animal skin was critical to its success. “Pet stores are often visually cluttered so I had to design something that could stand alone, could be stacked or hung in a display.”

The Rawhide packaging makes the product attractively visible to pet shop customers. According to the judges, Weaver met the criteria that the carton be shipped flat and easily erected on a packaging production line.

Weaver said: “I worked to achieve a pack that had a shelf presence by combining the carton board with the disc to form an interesting and different overall shape. The surface graphics were developed after observing the antics of dogs playing Frisbee and the attitudes of enthusiastic owners. 

Tex is active and fun – and just a little rough around the edges. His personality is reflected through the earthy signature textures on the pack. The large graphic shapes attract attention and the small illustrations encourage the viewer to read the product details. The colours reinforce that this is a strong, tough product.”

comments powered by Disqus

More Articles

Exclusive insight into BraunPrize 2012 judging

Exclusive insight into BraunPrize 2012 judging

The first jury session for the BraunPrize 2012 – ‘Genius design for a better everyday’ – is now complete. In its 18th year, the BraunPrize attracted a record number of entries for the highly regarded international design competition. A notable 2399 entrants from 73 countries submitted original design concepts for consideration.

Drumroll please

Drumroll please

The Premier’s Design Award, considered Victoria’s highest honour for outstanding design, was announced in early October.

News, Share