PetSmart needed a packaging system that could unify an entire line of ultra-durable dog toys while clearly communicating toughness at shelf.
The solution was Rip Roarin’ Tough™, a brand built around the idea of durability. A custom die-cut creates the appearance of ripped material, while distressed textures, bold typography, and playful messaging reinforce the product promise throughout the package.
To extend the personality of the brand, I developed a series of custom feature lockups on the back panel that help communicate durability, construction, and play value in a way that felt informative and entertaining.
The packaging was designed to be a flexible system that works across dozens of toy shapes and categories while creating a consistent, ownable shelf presence that feels as tough as the toys inside.
