Montego partnered with Rocketfuel to create an innovative alternative to traditional bone chews, providing dog owners with a more attractive and functional chew option for their pets.

The Challenge
Montego aimed to replace standard bone chews with a creative solution that would engage dogs and appeal to the entire family. The goal was to improve both the shopping experience and the pet interaction at home.

Rocketfuel’s Approach
Employing our Innovation Design System, Rocketfuel explored a broad range of concepts early in the process to thoroughly evaluate potential designs. The team identified that “humanizing” the dog chew experience could foster a unique connection between dogs and their owners.

Design Enhancements

• Functionality: The chews were engineered for dental health, featuring a “carving” effect to enable deeper cleaning, while angled shapes enhance grip and usability for dogs.
• User-Centered Design: Inspired by toys, the chews were designed in playful, family-friendly shapes—such as creatures, dinosaurs, and toothbrushes—that stand out on the shelf and make the unboxing experience exciting for the whole family.
• Materials & Manufacturing: Durable, pet-safe materials were selected to ensure longevity, while the bright colors and engaging shapes make these chews a welcome addition to any home.
• Innovation: By reimagining chews as both toys and dental tools, Rocketfuel transformed the conventional dog chew into an experience that fosters joy and engagement between dogs and their humans.

Results
15% increase in sales
Design to prototype in just 11 weeks
The Bags o’ Wags Dog Chew Range brings a new level of fun and functionality to dog chews, connecting pets and owners through a thoughtfully designed and engaging experience.