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Co-op challenged us to bring a compelling new look to its extensive own brand Pet Food range. While staying true to Co-op’s brand guidelines, the redesign introduced all-new engaging photography, brought new clarity to its on-pack information, and helped to improve differentiation between food types. Designed to appeal to consumers who see their pets as members of the family, our refresh of Co-op’s own brand pet food range for cats and dogs proved a purr-fect fit…

With clear on-pack instructions and feeding guides, the packaging was specially created for consumers who expect the very best for their furry friends. Consistent design unified the four quality tiers, while engaging photography and a bold approach to design worked to aid consumer navigation.

Nutritional information was prominently displayed on pack – aided by bold, simplified design elements – for quicker customer navigation. The updated design brought consistency to the cat and dog sub-ranges across four quality tiers: Core, Extra Tasty, Wheat-Free and Advanced Nutrition. Equator also collaborated with the product producer to pinpoint which popular breeds would best represent the core and premium product categories. Utilising their insight we incorporated lifestyle images of pets who appear happy, healthy and full of personality.

The new design covers a broad spectrum of food formats including cat and dog dry food, tinned dog food, premium cat pouches, cat and dog treats and cat litter. Now positioned to rival the top brands in the market, the range’s new, updated packaging complements the wider Co-op private brand architecture and establishes this range as a private brand option possessing the same excellent quality as national brands, while delivering outstanding value for pet owners.

The team at Equator Design really understood what this range needed to capture, and we’re so pleased with the results. The redesign allows us to offer a cohesive pet food range that is clear and informative across all tiers, ensuring our customers can navigate the best options for their furry friends.