As passionate pet parents, we know what you feed your pet is directly tied to their long-term health. Armed with only the new brand name, Humankind, we set out to develop a brand that would be the single-most important marketing tool for this ultra-premium, human-grade pet food sold exclusively through veterinarian’s offices and online. The result is a dramatic black matte bag, with engaging black and white photography that speaks from the dog’s point of view.