We’re jumping through hoops over déjà, a zero-waste dog food brand that utilizes an ingenious packaging design that removes plastic from the equation. The clean color palette of white and green conveys a natural quality, with an equally endearing typeface, making for a disruptive dog food brand that instantly stands out on the shelf.
déjà is the story of a new breed of pet food company with a light paw print on the planet. Both super nutritious and extremely ambitious. Howling at waste, but loyal to food saviours. déjà is built on a big idea – saving good human food from heading for the bin and cleverly re:serving it as quality pet treats. A brand with a vision where pet food is never at the expense of the planet. With just two key stakeholders – our pets and our planet. With zero waste, zero nasties and minimum impact it’s for ‘pet parents’ and early adopters who not only want to feed their pets well but are also conscious of the environment.
déjà packaging uses a few ingredients well, with no waste, just like the product itself. The way that type and illustration work together creates a playground for the pets. Green is the big protector, bright and optimistic, while déjà’s pet characters are playful as they skip in and around the custom designed typography.
Credibility of the déjà product is something worth barking about too. The Re:Serve icon on front of pack that defines the care and attention to product quality, while the back of pack is equally unapologetic – sniffing out the shortfalls of the competition by boldly leading with the simplicity of our ingredients (or lack of). Finally, the icons, while maintaining the playful nature, bring a further sense of credibility and transparency.
Colour is pared back and paired with white and black to keep things simple, while the illustration style is intentionally reduced to the core with zero fuss and maximum character.
The overall effect is an out of category approach to pet food branding that bucks cues of typical sustainability-based branding. déjà invites you into a more positive world with pet characters lovably alive, big in scale and attitude, simplicity in colour combinations, with no waste anywhere.
The packaging is designed for maximum impact, maximum personality, and maximum planet love in a traditional big brand aisle. It’s unapologetic, scurrying to redefine the impact pet food has on the environment through zero waste product, reusable canisters and home compostable pouches for pooches.
A custom typeface, aptly named Max (your family pet and for maximum impact and personality) is pure bred for déjà with the ability to bark loud or purr quietly. It’s floppy ears and cuddly curves make it love-able, functional and robust enough to stand up to compostable packaging and recycled papers without losing any cut through or brightness.
déjà is boldly simple, confidently different. It barks loudly and proudly invites you to join its movement. Making a statement, to add some bite to the clichés of the category.
