Challenge: Enhance the perception of product quality while retaining existing brand cues and converting to a foil label.

Solution: Utilizing their current pouch and production techniques, BSD turned this package around, literally. The previous Etta Says pouch had a clear window on the backside, so we moved the window to the front to really show off the product and the client’s pride in what they produce. Additionally, we changed the shape of the window to mimic the historic logo shape of Etta Says. We then used those contours to align our new label to the window, creating a more unified look.

The previous design used an overall gloss laminate. BSD created an organic pattern to be reversed out of this laminate, adding visual interest on pack and a higher quality look.

New graphics were developed, including a more active logo treatment and an icon system to more clearly communicate product benefits and claims. “Etta” the dog even went through a little facelift with a “sweeter” expression.

Initial feedback to the redesign has been overwhelmingly strong with consumers.


Previous Packaging: Utilized a stock pouch and paper label. Having window on was a wasted opportunity to show customers their treats.

Line Extension: Based off of the flexibility of the core template. BSD created sibling package for smaller sized moist line of treats.


Logo Refresh: BSD updated the EttaSays! logo, maintaining the spirit of the original while bringing new life and attitude to the brand.


American Proud: Custom mark tells customers we’re committed to quality


Etta Says


Smart Mouth