Vitalin High Meat

“Having worked with the team for over 3 years on a multitude of design projects, it’s safe to say that we know the Vitalin brand and the people that drive it really well.

The team came to us with a new concept for Vitalin Natural, which would be positioned as a higher price point due to the increased meat content.

As the brand packaging is so distinct and well recognised we wanted to stay true to these established design cues, whilst introducing more premium tweaks and finishes that would stand out in comparison to the core range,” said Hetal, Director at DCP.

Premiumisation in pet food has driven new product development in recent years. The gap between pet food and human food continues to narrow as consumers are more willing to spend on treating their pets.

To highlight the premium nature of the new Vitalin range, our design team used Gold highlights across the pack design. This specific Gold pantone then needed to be applied consistently across a number of different substrates.

“Having specialism in reprographics is such a unique aspect our of business, that most design agencies tend to pass onto third parties. Our in-house team are able to translate artwork and design into printable files, keeping consistency across product ranges.”

The full range from artwork through to reprographics was managed in house by DCP, this included new illustrations of dog breeds including a border collie and small terroir.

“As the Vitalin Natural brand continues to grow, we’ve begun to look into a number of new product categories.

For the new High Meat range, we asked DCP to maintain our core brand ethos of value, trust and Britishness whilst incorporating elements that would position the new SKU’s as a more premium product.

They were able to perfectly interpret this brief, giving us a fresh colour palette of black and creams along with more luxurious gold highlights. The move into a new Tetra Pack format also presented a far smaller print area than our usual bag size, yet DCP still managed to execute the design superbly.”

Dave Tinker – Grove Pet Foods