Agency: Wallace Church & Co.
Chief Creative Officer: Stan Church
Executive Creative Director: John Bruno
Senior Designer: Diana Luistro
Project Type: Produced, Commercial Work
Location: New York, USA
Packaging Contents: Pet Food
Packaging Substrate / Materials: Card Stock
Printing Process: Offset
Challenging the status quo, consumers were ready for customizable Pet Meals. It was up to us to impart the freshness associated with Freshpet ingredients while educating the consumer that dogs can enjoy the benefits of fresh food too, in a customizable fashion. The “Simple” aspect; select a protein, select a vegetable mixer and combine them for a balanced meal for your dog would have to be a clear communication. We locked “Custom Dog Meals” to the “Homestyle Creations” logo on the front of the pack with easy directions placed prominently on the back panel.
Using watercolored illustrations on parchment paper to indicate the type of patties inside, chicken or beef, while not placing a photograph of a dog on the front panel, makes these customizable meals stand out on shelf.