THE WHY

Vet's Kitchen is a range of natural pet food initially developed
by celebrity vet Joe Inglis for Vet's Klinic. When we were
approached to work on the branding and packaging, many of
the pieces were in place but something felt missing. Creating
warmth and personality would become our focus.

THE HOW

Vet's Kitchen are the only pet food brand with
an in-house vets practice but the packs were
left feeling as sterile as those facilities; and
market research agreed. Packaging was deemed
too clinical and cold by the vast majority of
consumers.

Previous packaging was a wall of written
information which, while stylistically
interesting, simply looked out place amongst
competitors. We added wamth by bringing
man's best friend back to the fore.

Logo

Logo Mono Negative

Shorthand

Palette

Typeface

Iconography 1

Iconography 2

THE END

The resulting packaging utilises a number
of accent colours to aid quick recognition on
supermarket shelves. The information that
previously dominated packaging remains but it
has been refined to form a permanent lock-up
with a clear hierarchy of information. We also
made some adjustments to the wordmark and
developed a new strapline that perfectly captures
the offer when branding is used in isolation.

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