The Pet Trade is one of the fastest moving categories we work with. Clients are always looking to stay one step ahead of competition, constantly refreshing pack designs and adding an array of value features. It’s an exciting time to be involved in this market and we love that client briefs continue to amaze us.
The team at Vitalin had developed a fantastic new ‘Adult Duck & Potato’ flavour for their premium range and approached us with a time sensitive range extension. The packaging had a great heritage feel that really cemented the British origins of the brand and highlighted the premium quality of the food.
The new pack design was to be kept in line with existing brand packaging that had a unique illustrative feel.
“Vitalin is a traditional British brand and their brand expression is largely shown through rural illustrations; it was important we do it justice. Many designers have their own unique illustrative style and so creating artwork that would sit alongside the existing range was tricky. Our designers worked hard to ensure the illustration on FOP matched the style, look and feel of the Vitalin range.”
Vitalin launched the new flavour with the 12kg bag and DCP were later asked to produce a 2kg due to demand for the new variant. On completing the artwork files, the team requested some visuals and 3Ds to help with marketing the new flavour, as well as a collection of print advertisements to promote the new product launch and wider range.