Real Dog Food

The brief was to shift perception from a generic supermarket product to something that felt more premium, trustworthy, and distinctly New Zealand-made — while still being functional on shelf and needing to work across a full range.

I moved away from the category norm of literal, photographic dog imagery and saturated primary colours — which is what most competitors do — and used a soft colour palette instead. 

It reads as natural and premium rather than shouting for attention, which helps it stand out because it’s quieter than everything around it. 

Scope: Brand visual identity, packaging design, iconography, art direction and website design.