Barkley's Bag Elevating shelf distinction for a rapidly scaling pet brand in mass grocery and specialty.

Barkley’s Bag is a fast-scaling pet nutrition brand rooted in decades of meat industry expertise. With raw frozen and freeze-dried recipes made from high-quality proteins, the brand is rapidly expanding in national retailers like HEB, Meijer, Kroger, Walmart, and Sprouts, while gaining traction in specialty channels. But the packaging wasn’t keeping pace.

The previous system lacked cohesion across SKUs, leaned too clinical, and failed to communicate key benefits at shelf—limiting both standout and perceived value versus competitors. We restructured the visual identity and messaging hierarchy to unify the brand across formats, amplify product differentiation, and strengthen shelf recognition.

The redesigned packaging system delivered a 12-point lift in purchase intent, boosted brand trust and perceived value, and better connected with core consumers in both grocery and specialty retail.