Consumer Packaged Goods
Solid Gold is America’s first holistic pet food company, pioneering wellness-focused nutrition for pets since 1974.
👉 As a Graphic and CPG Designer embedded in Brand & Marketing, I led a comprehensive 1.5-year packaging redesign across Solid Gold’s portfolio. Serving as in-house creative, I owned the visual process from pencil sketches and pitches to research, renders, and final press approvals.
In reimagining the packaging system, I re-optimized every element to improve shopability, both on-shelf and online. From concept to execution, I carried the design with intention, consistency, and care.
I’m proud to say I helped change the way pet parents discover and shop this legacy holistic pet brand.
The Solid Gold pet brand has a rich history dating back to 1974, when it was founded by Sissy McGill. What began as a specialty food item for breeders became the true beginning of the holistic pet food industry.
A year before the redesign began, illustrator Tim Washburn was hired to create original pet artwork.
It was then my role to take his illustrations—along with Sissy’s recipes, research, and brand data—and translate them into a fully reimagined packaging system.
PANTONE® Color Strategy
Tim did a phenomenal job creating custom illustrations for each recipe in the Solid Gold line. From there, I led the visual system work—strategically color-shifting each illustration to build clarity and consistency across the portfolio.
For example, all quail recipes now appear in army green, while all puppy and kitten formulas are distinguished by light blue.
Note: Only one recipe per colorway is shown here.
Front optimization
1. Segmented Color Strategy
Each protein type and life stage was assigned a distinct color palette, creating a visual coding system that simplifies shopping.
2. 40-Year Seal
A custom seal was introduced to highlight Solid Gold’s 40-year history, celebrating its legacy as America’s first holistic pet food company.
3. Horizontal Logo
The logo was reoriented horizontally for better shelf readability and stronger brand recognition across SKUs.
4. Product Name & Feeding Audience
Naming hierarchy was optimized to communicate both the recipe and who it’s for—whether dog, cat, puppy, or kitten.
5. Hero Illustrations
Each recipe features a bold, custom illustration by Tim Washburn, giving the product a sense of personality and connection.
6. Grain Differentiator
A grain callout was added to support quick decision-making for pet parents seeking grain-inclusive or grain-free options.
7. “Why to Buy” Messaging
Front-of-pack copy now features a clear benefit statement, making the value proposition immediate and accessible.
8. 20 Superfoods Callout
A callout was added to highlight the brand’s core nutritional differentiator: 20 nutrient-dense superfoods in every recipe.
Grain differentiator
Changes made it easier for pet parents to distinguish between Healthy Whole Grain and Grain & Gluten Free recipes. Whole grain formulas feature a white lower third, while Grain & Gluten Free recipes are marked by a silver stripe with a clear “Grain Free / Gluten Free” callout and a silver lower third.
All Solid Gold recipes are rooted in the brand’s signature promise: 20 nutrient-dense superfoods and clean, high-quality proteins to support whole-body health. With the new design, these powerful ingredients are easier to spot—right on the front of the pack
Back optimization
1. Product Story
At Solid Gold, we believe transformative nutrition starts with high-quality ingredients and a holistic approach. Since 1974, we’ve crafted recipes that nourish pets from the inside out.
2. All That’s Good … Nothing That’s Not
You won’t find fillers, by-products, corn, soy, wheat, or artificial preservatives here—just purposeful, nutrient-rich ingredients chosen for your pet’s well-being.
3. Superfoods
Every recipe features a curated blend of 20 nutrient-dense superfoods—like pumpkin, blueberries, kelp, and chia—chosen to support digestion, immune health, and vitality.
4. Feeding Directions
Use the feeding chart to determine the right portion for your pet based on age, weight, and activity level. Adjust as needed and always provide access to fresh water.
5. Nutritional Properties
Formulated to support whole-body health with balanced proteins, healthy fats, fiber, and essential nutrients to fuel energy, digestion, and overall well-being.
6. The Sissy McGill Story
Founder Sissy McGill revolutionized pet food in 1974 by introducing the first holistic recipe. Her mission: treat pets like family—with real ingredients and uncompromising care.
7. Holistic & Sustainably Sourced
Our commitment to holistic health extends to the planet. We prioritize responsibly sourced ingredients and thoughtful manufacturing practices in every bag.
8. USA Product Guarantee
Proudly made in the USA with globally sourced ingredients. If you or your pet aren’t satisfied, we’ll make it right—because your trust means everything.
Base optimization
I put the face on the butt—literally.
Each identifiable character illustration now appears on the base (or butt flap) of the bag. This thoughtful placement helps pet parents quickly confirm they’ve selected the right product before lifting a heavy bag into their cart.
