Waitrose, Mid-Tier Pet Food
by Tiffanie Pfrang on 10/14/2013 | 2 Minute Read
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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