The design agency, formerly known as Hornall Anderson UK, used quirky illustration combined with photographic trends from Instagram and colour coding taken from human food categories on the new brand.
OurCreative. produced a unique design with personality that would appeal to pet owners, who view their animals as one of the family and demand the best quality food, with provenance and natural ingredients. This builds on the current trend for pet foods which mirror the trends within human food.
Research revealed there was a gap in the market for a premium baked pet food with a fun, playful look and feel to appeal to the new band of pet parents who want the very best and are prepared to pay for it.
The brushstrokes in the Nineteen87 identity and illustration of the bakery in St Asaph’s, in Wales, where the food is baked, have been created in a loose hand-drawn style to tie in with the artist’s illustration which takes pride of place on the front of pack.
The box, with its hidden handle, maximises on shelf space and colour coding borrowed from human food helps customers shop the flavours. Simple and minimal messaging creates stand out in a category where consumers find messaging confusing and complicated. And photography on the back of pack borrows trends from Instagram, with food shot from overhead and displayed on rustic wooden boards to highlight the freshness and quality of the ingredients.
Craig Harriott, Design Director, OurCreative., said: “We wanted to create a contemporary design with bags of personality. Nineteen87 is unique in the quality of its ingredients, the way the product is baked and the fact that its producers can control the whole process, from sourcing ingredients to baking the food in their own bakery. It was essential to show the simple, fresh ingredients. So, we took inspiration from trends within the human food sector, giving the photography a modern look, and borrowing from trends on Instagram to reassure customers on the quality of the ingredients.”
Dan Reeves, Marketing Manager, who is launching the new brand, said: “The packaging design communicates the quality and provenance of Nineteen87 perfectly and will appeal to pet parents, who treat their animals like one of the family. The pet food category can be baffling for consumers, but this straight forward and personality driven design will cut through the noise of too many complicated messages.”
To keep the theme of being disruptive, world-renowned artist John Byrne was commissioned to create the quirky hand painted dog which sets the tone for the brand. John took inspiration from his own dog Mischa, a Cavapoo. His work can be found in major collections in Scotland and around the world.
Nineteen87 is available now from petshop.co.uk with plans to launch into the pet trade soon after.