Now Fresh
Client: Petcurean Pet Nutrition, BC Canada
Deliverables:
Packaging System
Brand Identity Assets
Icon System
Photography Direction
Petcurean are an absolute star in a saturated market. They make premium quality pet food - developed by a team of expert and passionate nutritionists. From humble beginnings in Chilliwack, BC, Petcurean has quick grown in popularity to a global stage. And for good reason.
Petcurean tasked long time partner, Subplot Design, to refresh their range of ‘Now Fresh” pet food and bring a new packaging system to life. The goal? To better communicate a story of premium, fresh meats to the world. The solution? “Fresh. Simple. Whole. For every size and stage of life”.
Beautiful food images are now the most prominent part of the packaging, showcasing the premium quality ingredients that go into each recipe. This also allows consumers to quickly identify the main proteins in each recipe.
The packaging back panel is now dedicated to significantly more information to help the consumer learn more about the NOW FRESH brand and key ingredient information, including callouts for main ingredients, icons detailing additional key product features, and kibble shown at 100% size.
“Our dogs and cats rely on us to choose the best possible nutrition to help them thrive, and we know that can be a difficult decision to make,” said Anabel Immega, Brand Manager for NOW FRESH at Petcurean. “In choosing NOW FRESH, we want pet parents to feel assured they are feeding their cherished companions perfectly balanced, minimally processed recipes that provide premium quality nutrition with a taste their pets will love – that’s our mission today, tomorrow and every day.”
“We are so happy with the way that Subplot has brought this to life throughout the packaging”, adds Immega. “The packaging now works even harder to reinforce all the great qualities of this special food”.
Creative Credits
Creative Concept & Implementation: Subplot Design Inc.
Design: Andrea Tombleson, Matthew Clark
Typography & Icons: Andrea Tombleson
Creative Directors: Matthew Clark, Roy White
Photography: Raeff Miles
Illustrations (Pets): Diana Finch
Printing: Peel Plastic Products
