4 Lovejoys Pure and Simple Wet food packaging trays setup as a Pack Shots with a sample of the dog food in bowl in front

Lovejoys Pure & Simple dog food

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.

Pure and Simple Dry Dog Food Packaging, Turkey Flavour. Packaging features photo of the raw ingredients.
Pure and Simple Dry Dog Food Packaging, Lamb Flavour. Packaging features photo of the raw ingredients.
Pure and Simple Dry Dog Food Packaging, Salmon Flavour. Packaging features photo of the raw ingredients.
Pure and Simple Wet Dog Food Small Pot Range
Pure and Simple Dog Wet Food Turkey Pack Shot Side View
Pure and Simple Wet dog Food packaging, Lamb variant. The packshot features all natural ingredients
Pure and Simple Wet dog Food packaging, Salmon variant. The packshot features all natural ingredients
Pure and Simple Wet dog Food packaging, Chicken variant. The packshot features all natural ingredients