The New Denties Dog Chew Range Bumps out the Bone.
Montego partnered with Rocketfuel to develop a solution that offers dog owners better options to unattractive bone chews for their beloved dogs. To identify the right solution for Montego Pet Nutrition, Rocketfuel integrated the Fast Innovation system to maximise the conceptual range early in the process in order to ensure all possibilities were fully explored. Humanising the dog chew ritual was identified as the UX edge needed to create an exciting and new experience to connect dogs and their humans, using innovation to overhaul the complete shopper and user journey from shelf to pet. The designs were created around the idea mined from the toy industry, that dog chew shapes could mimic toys or every day human products to excite not only the dog, but the whole family. To optimise dental health, the chew architecture was engineered towards a carving-like experience that could allow deeper dental reach. Angled silhouettes improved the grip, pick up and management of the new chews for the dog. The colourful and humanised shapes draw in the entire family as early as the shelf. Creatures, dinosaurs and toothbrushes elevate the unboxing experience at home and enrich the engagement between dogs and their humans. “The new Denties chews are a lot nicer to have lying around my home than half chewed bones.”
Results: 15% Increase in sales; Design to prototype in 11 weeks