(Limited Edition, available 2019) Hot Hounds are a limited-edition “brand” of dog treats, made with 100% natural and organic ingredients, that were baked inside a car during the Summer, where internal temperatures can reach up to 158 degrees Fahrenheit/70 degrees Celsius which is hot enough to bake a treat — and to kill a dog. The treats and campaign are from Earth Paws in Canada, who makes and sell dog treats. All proceeds from Hot Hounds, now sold out, went to British Columbia Society for the Prevention of Cruelty to Animals.
Rethink (Vancouver, Canada, office)
Images (opinion after)
This isn’t a big, national product or a large campaign but it’s good design put to good use. There is a great duality in the logo, first with the overall flame shape that may make you think “Yum, grill-fired dog treats”, followed by the cute happy face of the dog, tongue out, and then the dead cross eyes hit you and make you go “Oh, fuck”. We can debate execution but this a great, striking logo with a strong message. Even the hipster type gives you a sense of familiarity as if this is something you could totally see for sale at Whole Foods’ pet food section. The treat itself then takes on a slightly creepy, Soylent Green-ish vibe so I would rather not think too much about it — although that’s the whole point. The packaging is simple and, again, pretty attractive as a consumer product. Overall… it doesn’t matter… just don’t leave your dogs in the car when it’s hot out. It always amazes me how unclear this is.