What started as bag designs ended up as an exercise in getting the most branding bang for minimal marketing dollars. The look of the bags had to convey natural, upscale, breed specific formula, and dog wisdom. The solution was a verbose screen printed looking bag filled with fun facts relevant to the type of dog the product was designed for. The type of food was kept prominent for easy shopping. The idea of empowering the customer carried over into refillable bag designs, a puppy kit (with bowl, food, and puppy care DVD), and a website based on the timeline of dog ownership. Other bag designs are shown for comparison.