Responses by John Butler, cochairman and Cris Logan, design director/writer, Butler, Shine, Stern & Partners
Background: The purpose of this project was to create a brand that resonates with pet owners who have experienced the hardships of owning a fearful animal. The romance copy on the front of the packaging elaborates the many fears pets can have, and solidifies how the product can help bring peace of mind to pet owners.
Reasoning: Owning a fearful animal can be stressful and difficult for pet owners. Sometimes the best way to care for your pet is to give yourself a break from those difficulties. Heelr provides pet owners with just the right amount of relief for their animals, and peace of mind for themselves so they can continue loving their pets fully.
Challenges: We’re essentially in “prohibition” right now. Cannabis is a highly regulated industry, so much of the work has to fit within stringent government rules. It’s challenging keeping the integrity of our ideas, while also adhering to the necessary modifications.
Favorite details: Not many packaging designs highlight the universal, emotional bond that we have with our pets. We were able to accomplish this in a way that’s not saccharine or forced, just relevant and honest. The packaging design is elegant and premium, and really feels different for the category, so it will stand out amongst competitors.
Visual influences: We looked towards higher-end, luxury items one would find in the fragrance or cosmetics aisle. Many products made for pets are goofy, juvenile and tend to be overly medicinal in look and feel. We wanted to break away from that image and create something that felt premium because after all, our pets are a part of the family.
Anything new: Just like people, pets experience anxiety, with a range of symptoms owners might not even associate with anxiety, such as barking, excessive licking and even destructive behavior towards their environment or others.