Founded in 2012, BarkBox is a monthly subscription box of dog toys and treats. Early on, the merchandisers started assigning themes to each month’s box, but the packaging remained pretty simple and generic month after month. Recognizing that the packaging was a powerful tool to create a more cohesive themed experience, we designed custom info cards and insert paper each to provide more story-telling around each month’s theme. Set and prop design for photography continued this monthly theme experience in our digital products - on site and the BarkBox app.
One of the goals of BarkBox has always been to create a community of dog-obsessed pup parents. For The Good, The Bad and the Pugly themed box, we did a unique spin on the viral “dog shaming” trend by turning the infocard into a punch out wanted poster were dog parents could photograph their dog, name their crime, and share on Instagram with #wildwildwoof.
BarkBox is a monthly experience that can bring dogs and their people together. While dogs enjoy the toys and treats, we wanted to make sure humans were also surprised and delighted by innovative and unexpected packaging each month. The “Invasion of the Space Squirrels” themed box took visual cues from classic sci fi movie posters, and included 3D glasses that could be used to decode secret messages hidden on the packaging.