As dogs continue to become a more central part of the American family, pet parents have become more judicious regarding their pet food decisions. In a marketplace awash with bright colours and expected imagery, the teams chose to emotionally connect with these pet enthusiasts by quieting the dialogue and welcoming the discerning pet owners into the conversation.

After an extensive audit of the human food and pet specialty category, the team utilised clear, simple communication, a stark black canvas, and sparing use of colour to break through on the shelf. The majestic dog placed in its natural hunting environment enhanced the raw nutritional value of the premium proteins. Using Eukanuba’s magenta equity colour sparingly emphasised the quality inherent within the parent brand, without overpowering the Pure proposition.

The design was enthusiastically received both internally and amongst the retailers who will be participating in the product test market. If successful, there are opportunities to expand distribution further.