Vital – dietetic pet food

Healthy meets colourful
Packaging Design for vital Dietetic Pet Food

With vital, mera offers a range of dietetic pet food that, thanks to its proven effectiveness, does more even than reducing visits to the vet. Above all, it gives one thing: Hope for improvement in our pet’s health and carefree quality time to spend with our dogs and cats. The product range achieves that by addressing the most common disease patterns that our pets might struggle with. The assortment is easy to understand, and only the most vital ingredients are used.

Now, does everything that addresses health and medical concerns automatically have to look serious and gray? How can we make pet owners trust in the effectiveness of vital and give them hope? What does packaging look like whose very business it is to be a beacon of hope? For our new design concept, we set out to find a balance between these juxtaposed positions – vital’s professionalism and science-driven medical benefits, and the positive feelings of joy it nurtures.

To do that, we relied on bright colours that communicate effectiveness, strength, and joy. Matching, streamlined illustrations visualize the respective areas of application that vital can provide support in. These also ensure that the product is not associated with a specific breed but is rather seen as a solution for all cats and dogs.

Instead of adopting the classic formula of “stock image + recommendation = purchase incentive”, our packaging relies on real people. For example, the vet pictured on the new vital products actually works at mera – and is available to give any advice and support their customers might need. A clear win-win situation! Equally vitalizing for our design: A fine guilloche that underpins the medial context by providing a luxurious silvery highlight.

Unlike classic pet food, vital clearly distinguishes itself as a dietetic food and unerringly targets the segment of pet owners whose four-legged friends, unfortunately, struggle with their health in some way.

In short: vital has put on its new hero cape.