The brief was for a series of dog treats with flavours names using dog-based puns. I responded to the craft beer ethos of the brand by embracing a comic-book inspired aesthetic to complement the independent and alternative vibe of craft brewing. In craft beers it is not unusual for the flavour to get front-and-center treatment, often with bold and colourful illustrations and I wanted to employ a similar design in dog treats which tend to be dominated by a singular design across all flavours.

The comic book influence informed the choice of fonts and inspired the 'Supergrain' callout on the back.

For Jabba the Mutt, the dog is seen using Jabba's signature hookah, while the background displays graphic forms seen in extended areas around Jabba's palace.