Pur Luv is the #1 selling dog jerky treat on Amazon. While the product leads in popularity, the legacy packaging featured a small, complicated logo and inconsistent branding that made it difficult to stand out online or convey the playful, lovable personality of the brand.
The Goal: Refresh the packaging to strengthen brand identity without alienating existing customers. Key objectives included redesigning the logo (removing “Live. Love. Treat.”), refining colors and overall vibe, introducing a distinctive illustration that leveraged the Pur Luv name, and keeping the clear bag silhouette so the product remained visible.
The Results: The updated packaging was very well received, with feedback highlighting the stronger, more playful brand presence, improved clarity, and unique visual appeal. The new logo, color palette, and illustration system successfully convey the brand’s personality while maintaining recognition for existing customers.