Review draft
Store-brand pet food packaging built to win pet parents' trust at the shelf.
Year · Category:
2018 · Packaging Design
Services:
Design
Client:
Kmart
Collaborators:
In collaboration with un/common
The Ask
The challenge
Kmart was launching The Good Bite, a private-label pet food line, and needed it to compete with national brands for pet parents’ trust.
What was discovered
Pet parents shop with their hearts and read labels closely. A store brand had to look appetizing and credible, with nutrition easy to find.
The Strategy
Decision
Pair a friendly logo with appetizing visuals and clear nutrition cues so the packaging feels warm and trustworthy at a glance.
What was made
Logo and packaging design for the dog and cat food lines, created with un/common.
The Result
Review
A store-brand line that holds its own next to national brands and builds trust at the shelf.
Lasting value
A packaging system that extended across the dog and cat lines and into a premium tier.
Work
More work
Other selected work from the private review.
