The brief After successfully launching the Lovejoys Original dog food range, our client was keen to stretch the brand and develop a new premium level dry and wet food product range for dogs.
The solution We advised a straightforward and consumer-friendly approach, naming the new sub-brand Pure & Simple to convey honesty and trust. Our market research also proved that many owners prefer to feed their dogs on the type of food they eat themselves.
With this in mind, we took a radical step with the packaging design to make it look more like a ready meal for humans and something you might expect to see on the supermarket ready meal shelf. Both the wet food trays and dry food bags were met with great client and consumer acclaim.