Brand identity & packaging design
Natures Menu is a British company with a fantastic reputation for producing quality raw dog food. Although respected by those already feeding a raw diet, the benefits just weren't clear for anyone new. Pet food sales overall are at an all time high driven by a desire for something healthier and there are a lot of new dog owners, so the brand just needed to be more single minded, across the range, about telling everyone why Natures Menu is exactly what they need.
With over 130 products and 3 ranges, together with the team, we determined how to talk directly to pet parents in a "natural & healthy" way which led to a more cohesive design system. We revitalised Natures Menu complex & confusing range of products by creating clearly defined sub-ranges with their own personalities to match use, flavour and benefit to help customers browse and compare products. The result is as intuitive and practical as the fantastic food range it represents.
