BREAKING FROM THE PACK
In a highly competitive category, we knew the design had to break away from the pack and take a unique approach in order to stand out on shelf. Photography was integral. Our in-house team shot ingredients with minimal propping to create stunning, top-down imagery of the freshest cuts of meat and fish.
Crisp side-profile images of the animals were used against dark backgrounds – back for dogs and dark grey for cats – to create a premium feel and an aesthetically pleasing, cohesive look across the range.