Americans love dogs. Over 63 million US households have at least one canine member, and we’re so enthralled with our furry friends that even the first dog gets media attention.
But figuring out what to feed man’s best friend is a dizzying task. Myriad choices flood the market, all promising to be healthy with ingredients dogs love. Some owners have resorted to making their puppers food from scratch, but less than a third of those doggo chefs are using a balanced recipe from a trained nutritionist.
Sundays is a brand of premium dog food that has the convenience of dry kibble but with quality ingredients and optimal nutrition. The air-dried food is a mix of meat, seafood, and vegetables, lots of the same stuff humans eat. Dr. Tory Waxman, VMD, and Michael Waxman developed the recipe and preparation technique after a search for optimal dog food as convenient as dry kibble was unsuccessful. So, the duo decided to make it themselves.
Agency Bondfire helped Sundays develop its brand strategy, naming, and identity system. The tone is playful and straightforward, clearly highlighting the human-quality of ingredients. With a philosophy that our canines are equal members of the family, the packaging takes cues from cereal boxes of all things. Information side panels mimic those found on the breakfast staple, and the back panel includes a word search. The upstart brand sticks to dog food packaging tradition with an actual canine dominating the front, which gives it that nice Wheaties touch, minus the dunks. The absence of a squeaky toy or some other trifle at the bottom feels like a missed opportunity to play with the packaging metaphor a bit more, though we wouldn’t dream of rolling up our hypothetical newspaper.
Sundays’ premium dry food is also premium-priced. Though they tailor every order by asking a series of questions, costs will likely vary. For a hypothetical small, senior dog, the site’s recommendation came to $11 a week, slightly less than a 20 lb bag of kibble, or as the site suggests, a salad from Sweetgreen.