Design by: Matthew Clark
Member of: Society of Graphic Designers of Canada

About the design

Petcurean Pet Nutrition, founded in 1999, uses concentrated forms of meat and human grade ingredients to formulate a premium pet food. The brand identity itself was falling short on communicating this promise, and the product packaging was dated and had little to no differentiation between their two very different product lines.

The new brand logomark celebrates the notion of taste and nutrition through a witty use of a pet's tongue. Other identity elements celebrate real pets from Petcurean's employees, with typographic call-outs that reflect back to the company's values, from 'epicurean' and 'health', to 'deep purrs' and 'wagging tails.' Modern typography, bold imagery and strong colours unite the identity, and witty writing brings out even more of the heart and soul of the brand.

Petcurean's most popular lines, NOW FRESH and GO! comprised 100 SKUs of packaging. Both product lines were similar in design and substrate, and offered little distinction for the consumer.

"Created to put more life into your pet" trumpets the product positioning, while the packaging brings it to life with action shots of real pets who eat GO! recipes. The package itself brings an 'active lifestyle' sensibility to the pet speciality store shelf with metallic foil, strong formula identification, iconography and specific call-outs for the recipes' ingredients and benefits.

"It could only be fresher if you made it from scratch" truly sets NOW FRESH apart and the packaging expresses this through 'Fresh Market' signage, burlap textures, and familiar produce labels. Soft, warm, natural and intrinsically connected to the notion of market freshness, the package informs the reader about the superior fresh ingredients and specific life-stage recipes.

Client: Petcurean Pet Nutrition
Designers: Matthew Clark, Ross Chandler, Liz Wurzinger
Copyright: Subplot Design Inc., 2011

About the designer

Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialise in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments.

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