Cranimals: Designing Charlie

Cranimals Zen Dogfood Image

The Client

Cranimals is an American dogfood distributor that specializes in healthy, vegan dog treats.

The Challenge

I was contacted by Cranimals to come up with a new character, codename “Charlie” and package design for new line of “Zendog” dog treats.

My Role

My Tools

Cranimals Zen Dogfood Early Sketch
Cranimals Zen Dogfood Early Sketch
Cranimals Zen Dogfood Early Sketch
Cranimals Zen Dogfood Early Sketch

Initial Sketches

I went to work right with zen thoughts in mind.

Mixing cute doggy character packaging we often see in the aisles with something a little serene seemed like the best path to take.

Finalizing the Look

We decided on which parts of which sketches were what they wanted in their final character design.

They added that they'd like Charlie sitting on a giant pumpkin surrounded by cranberries since those were both key ingredients to their vegan dog food.

I was happy to customize the art to their liking!

Cranimals Zen Dogfood Image
Cranimals Zen Dogfood Image

Finalizing the

With the final pencils approved, I went to work on vectoring and coloring the art in Adobe Illustrator. It was a bit of a challenge coming up with colors, but I decided to use the big pumpkin Charlie was now sitting on as inspiration! I was able to play off the oranges not only to design Charlie (with browns that have tints of orange), but also to design the whole package.

Pack it in a doggy bag

Upon final approval, the packaging was set up and printed. The results were great, with Cranimals winning Pet Product New Editor’s Choice 2010 Seal of Approval, even cheekily adding that the ‘animated’ cover model Charlie was a big part of their success. This was a fun team to work with. It also allowed me to use my illustration along with my graphic design skills to come up with a fun concept that had great results. A win for everyone, especially vegan dogs!

Cranimals Zen Dogfood Image
Cranimals Zen Dogfood Image