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Hey Diddle Diddle

The Challenge

C&D Foods approached Equator Design to develop a packaging style that projected a fun yet nurturing proposition.

Success

We influenced decisions on strategy based on thorough market research, identifying the opportunity to define a new segment within the pet food category. The team then developed a creative strategy that anchored the relationship between owner and animal and incorporated an understanding of how parents show affection and share special moments with their children. This led to an exploration of nursery rhymes and bedtime stories. The final design moved away from the generic look and feel of the pet food category, with its positioning aligned more to the human snack aisle, while also communicating the product’s premium standing and nutritional benefits. Hey Diddle Diddle was awarded Branding Project of the Year at the UK Packaging Awards, which is unique in that it recognises every area of the packaging design chain.