When Pet Kelp chose to redesign their line of kelp-based dog treats, they specifically asked for a cleaner look and streamlined selling points and nutritional information. However, the company wanted to keep the feel of their original packaging so they wouldn't alienate current customers. With the redesign, the dog silhouette was updated and made to look more playful by playing among "ocean treasures" such as a starfish, seashell and string of kelp. The subtle wave pattern and ocean gradient in the background provide the connection with the sea. While the logo remains the same, a strong color bar to highlight the flavor and the fun new tagline at the top gives the new packaging appeal on a store shelf. By opting to transition to both a front and back label on the now white pouch, the key selling points can truly shine on the front of the package.