Waitrose, Mid-Tier Pet Food

by Tiffanie Pfrang on 10/14/2013 | 2 Minute Read

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From wet and dry food to cat litter and treats, Waitrose’s range of Mid Tier pet food comprises of 73 products and 14 different categories in the range. Turner Duckworth was asked to redesign the range to clearly identify protein (food) types as well as clear navigation of product types e.g. dry/wet food, jelly or chunks etc.

The design uses brightly color coded objects and clear typography to differentiate the food types and help navigate the large range. The dogs and cats interact with the objects differently on every pack to provide a playful character across the entire range of products.



Designed by  Turner Duckworth, London & San Francisco

Creative Directors: David Turner and Bruce Duckworth

Design Director: Mark Waters

Designer: Jennie Spiller

Account Manager: Nicola Shellswell

Photographer: Steve Hoskins

Artworker: James Norris / Sebastian Archer-Cox

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