Pet Food Packaging

Mid-Tier Pet Food

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From wet and dry food to treats for cats and dogs, this range of pet food comprises 73 products in 14 different categories. The aim of the relaunch was to develop packaging design that clearly identifies food categories, which in turn makes product selection easier. The packages feature brightly colour-coded objects and clear typography to differentiate the food types and to help navigate the large range. The featured dogs and cats interact with these objects differently on each package, which provides a playful character across the entire range of products.

Credits
  • Client:
    Waitrose
  • Design:
    Turner Duckworth, London/San Francisco
  • creative direction:
    David Turner, Bruce Duckworth
  • design team:
    Mark Waters (Design Director), Jennie Spiller
  • photography:
    Steve Hoskins
  • artwork:
    James Norris, Sebastian Archer-Cox