Dog’s Dinner (Concept)

Derrick Lin


Creative Agency: Afterhours
Project Type: Concept
Location: London, UK

A conceptual product idea, identity and packaging for a range of chilled ready meals and ambient snacks for man’s best friend.

Conceived to demonstrate challenger thinking, sector innovation and to have some fun in our downtime.

Paralleling their owners’ favourite recipes but with the right nutritional balance for dogs, these mixed up dishes would look like a bit of a dog’s dinner to us but have all the ingredients of a delicious meal to them.

To capture this theme of a dog’s perspective on taste, the identity and structural packaging would centre around the slipper for dinner and the newspaper for breakfast- two staples of family life that hold an unaccountable attraction to dogs.

The Unique Points Of The Packaging: The Structural packaging format is ready meal trays designed to represent a slipper, and the scalloped edge carton tube is designed to look like a newspaper.