BARK
Brand Evolution
Overview
BARK is for crazy dog people. Dogs aren’t pets—they’re family. They deserve the best treats, the best toys and the best seat on the couch.
BARK launched in 2012 with BarkBox, a monthly themed subscription of all-natural treats and clever toys. Today, the company reaches over 1 million dogs every month and has expanded into oodles of new product categories and thousands of retail locations.Project
Because dogs and humans are better together.
Across product design, branding, marketing and social media—a new clean and dog-focused creative direction was taken in order to enhance the BARK brand and ensure it connects with users at every touchpoint.Branding.
Commerce.
Experience Design.
Product Strategy.
Packaging.
Campaign Imagery
Campaign imagery now captures the unique personality of each dog—the way they eat, sleep and play—while highlighting the strong and emotional bond they have with their human(s).
Inside Your BarkBox
Previously, new and potential customers were not able to grasp a full understanding of what a BarkBox contains. As a result, product photography has shifted from showing a forward-facing box to a bird's-eye view.
This has allowed users to finally discover crisp and detailed imagery of what they can expect to find inside of their monthly subscription—2 full bags of all-natural treats, 2–3 toys (tailored to your dog's play style) and one chew.
Because dogs are a part of our family—their health is just as important as our own. BARK's brand is notoriously quirky and funny. That doesn't always translate to healthy.
As the company worked more and more in the treat category, it was vital to maintain BARK's quirk while highlighting the health benefits. This new treat line was created to exemplify the fresh, all-natural ingredients that go into the tropical American made treats. Each bag's design was shot on a vivid background—including the all-natural ingredients that can be found inside each morsel. Direct Mail
As BARK's customer base has expanded through partnering with various retailers—a series of direct mail print pieces were developed in order to further reach the many dogs across the country. Each piece's photography, messaging and offer are changing variables depending on dog size, region and house-hold income.
Your Dog’s Box
As the demand for BarkBox has increased, so has the need for personalization. Because no dog is alike, neither is their box. By collecting dog information through dynamic and relevant onboarding, BARK is able to educate and set expectations for potential subscribers while also equipping customer service to best serve their dogs' needs.
Consistent Messaging
Whether it's an email campaign, affiliate ad or social post—a consistent message should follow you through the end of checkout. That includes voice, imagery and offer. With the development of assets shot and designed specifically for each platform, users can now seamlessly check-out while maintaining context from their origin.
As the company matured, new channels become more and more important. With the endless opportunity of reaching dogs everywhere, a direct response television ad was produced just in time before the season of gift giving.
With every month of BarkBox comes a new, fun theme. Each theme is highlighted through video shorts—posted on social media outlets.
Photography by Aliza Eliazarov
Video by Wheaton Simis