Derrick Lin


Embrace brands have created branding and packaging for Vet’s Kitchen, a new range of natural and nutritious pet foods created by TV vet Joe Inglis. Joe is resident vet to the BBC’s ‘One Show’ and is passionate about feeding natural, high quality foods to our nations pets, his experience has illustrated what a difference diet can make to a pet’s health and happiness.

The brief was to create a design that challenged the conventions of the category, creating stand out and communicating professional, veterinary expertise, nature and health.

Just like a top chef creating a delicious meal, our work for Vet’s Kitchen expresses the idea of the product’s premium recipe, Joe has carefully selected the ingredients for each of his products, ensuring quality and delivering key health benefits. The premium packaging tells the story of each of the products, it was important to communicate the brand’s passion and expertise, delivering the message of ‘naturally healthy pets’
-Greg Vallance

Having worked with Embrace in the past I was confident that they would be able to deliver the branding and design excellence that was essential for our new Vet’s Kitchen brand, and I was not disappointed. They developed a brand identity that perfectly delivers the core messages and values of Vet’s Kitchen  professional veterinary expertise in natural pet food  and the execution of the design on the finalised packaging has worked exceptionally well. Vet’s Kitchen has been described as perfectly on trend and ideal to provide cut through and on shelf stand out by buyers at major supermarkets, and has been universally praised across the industry. And, most importantly of all, the Vet’s Kitchen brand is working very well with consumers on launch with Asda, so the project has been a great success from start to finish.
– Joe Inglis