Winston & Co.

How I designed $30 dog treats without apology.

The Dog Treat Packaging Design Challenge

Most pet food packaging design falls into two tired categories: cartoonish chaos that screams “cheap” or sterile minimalism that whispers “boring.” Premium dog treat brands were stuck choosing between looking like a kids’ toy or disappearing entirely.

Winston & Co needed custom pet product packaging that could command luxury pricing while appealing to sophisticated pet owners. The solution wasn’t more dog imagery—it was understanding that humans buy dog treats, not dogs.

Pet Food Packaging Design Strategy

Instead of competing in the traditional pet treat category, I repositioned Winston & Co through strategic package design:

• Research Phase: I analysed luxury home goods packaging (think Flamingo Estate, not Petco)
• Design Strategy: I created display-worthy packaging that demands counter space
• Material Selection: Embossed details, foil stamping, structural design elements
• Copy Strategy: “The nicest thing in your pantry. It’s not for you.”

What I did differently

• Killed all dog imagery. No paws, no cartoon faces, no “good boy” energy.
• Borrowed from luxury home goods. Think Flamingo Estate, not pet store.
• Created display-worthy packaging. Embossed details, foil stamping, structural design that demands counter space.
• Copy that speaks to identity: “The nicest thing in your pantry. It’s not for you.”

Custom Dog Food Packaging Results

• ✓ Premium pricing accepted without resistance
• ✓ Customers display empty containers as decor
• ✓ Word-of-mouth shifted from product to brand obsession
• ✓ Successful placement in high-end retail

Most importantly: I gave sophisticated consumers permission to love their pets extravagantly without feeling ridiculous.

When you understand what your customer is really buying, price becomes irrelevant.