PET & PLANET

With over 1,900 stores in 13 countries, the Fressnapf Group is the largest specialist retail chain for pet supplies in Europe. A new sub-brand was developed for the group's own pet food brand Multifit, which focuses on the future-thinking topic of alternative sources of protein. Protecting the environment by reducing meat content while still ensuring optimal pet nutrition is important, especially for a young, sophisticated target group. Hajok was commissioned to realise extensive and strategic brand development. Our team demonstrated a good sense for the target group with a packaging design totally in line with their requirements.

MISSION POSSIBLE

Making people and animals happy while caring for nature, this is the mission of the new Naturally Good pet food brand. This is achieved by reducing the amount of meat in the pet food and replacing it with vegetables – while maintaining the same protein content. Our task was to communicate this positioning on-pack. Applying our strategic expertise as well as copy and tagline development, we have created an attention-grabbing, contemporary packaging design with a clear message.

GOOD MOOD

We created a 360° design that presents the topic of sustainability and animal welfare that is playful yet immediately understandable. The green leaf serves as a secondary brand element, elevating “Naturally Good” as a logo in a charming way. Joy and happiness are reflected in the on-pack illustrations and emotional typography. The colours, on the other hand, are more muted and stand for the special nutritional concepts found in food retail, catching the eye in the otherwise bright and colourful stores. From snack bags, pouches to cans, we have created a packaging design for a brand with a purpose, giving it a look and feel that can't help but make you smile!