PUP’s packaging reflects the brand’s philosophy of being eco-friendly, stylish and fun. Natural materials paired with simple colours, clean lines and typography portray a sense of under-stated luxury and emphasise the shampoo’s organic credentials. To promote product recognition and customer engagement, a distinctive dog-themed logo was created, and each shampoo variety is represented by a different (complementary) colour and canine brand ambassador. Information on PUP’s packaging and social media presence encourages customers to create a community by joining ‘the PUP pack’ and sharing their own dog’s experience of the product.