Milk-Bone CBX Packaging

Milk-Bone partners with brand agency CBX to unveil a dramatic new redesign of their product packaging, hitting shelves now, that accommodates new innovations and improves shopability and navigation.

Research showed that consumers loved Milk-Bone with paramount brand preference, and consumer loyalists were open to new pet food products from the brand beyond just the biscuit treats. With this news, Milk-Bone set out to grow and modernize its brand packaging, and the agency created a new framework to organize current and future product lines with a visual and verbal language that captures the joy and excitement of treating your pet. CBX used real dogs in the packaging photography, enabling the concept to come to life by capturing the essence of the fun that man’s best friends offer to their owners and dog nurturers every day.