Be Frank Pet Food Packaging Design

Case Study

Brand Identity & Product Packaging Design

Discovery

A partnership of longevity continues between packaging design agency, Percept, and Hypro Pet Foods, an established pet food innovator.

With product growth and sales growth as key objectives, a purpose-driven brand discovery workshop session was set in motion. This session served as the cornerstone of our partnership, guiding the collective effort to reveal the essence of an exciting new ‘Be Frank’ brand.

Through strategic branding exercises, we delved into the aspirations that would define the brand identity and creative directions that not only resonate with pet owners but also reflect Hypro’s commitment to honesty, transparency, and compassion. These pillars set the tone for the brand positioning, brand identity and ultimately the product packaging design to distinguish Be Frank in a crowded marketplace.

Strategy

Highly experienced in brand identity, Percept’s purpose was clear, and the process commenced with a comprehensive analysis of Be Frank’s market landscape.

Percept unearthed the unique qualities stemming from the Hypro mother brand, which served as the foundation of the brand positioning. Premium quality ingredients, sustainable practices, and a dedication to pet well-being resonated with Be Frank’s target audience. These elements not only validated our decisions, but also provided a framework for crafting a compelling narrative that tells the unique Be Frank story across all elements of the brand identity.

As retailer partnerships grew, the brand strategy and architecture continually evolved, demonstrating that the initial decisions were grounded in market research insights that align with Be Frank’s overarching goals. The execution would prove successful when the brand identity and product packaging design was rolled out across the ever-expanding range.