A minimalist logo was designed in combination with creative factors such as a yellow crown and the dog shaped to a letter "C" in order to combine and portray one simple motto: being number one; being a champion.
The packaging incorporates royal purple and gold, colors that traditionally symbolize luxury and hierarchy. Subtle additions like the crown shape for the bottom half of the packaging and the crown over the motto of the company give cohesiveness to the overall design.
The can uses much of the same concept as the bag; the specific design choice was a broad outline of a dog's head and also presents only more basic nutrition information, catering to a market for dog food held in the short-term.