PetPlate: The Pet Food Revolution Continues

by Shawn Binder on 11/02/2020 | 3 Minute Read

We’re very here for the design revolution happening in the pet food industry.

It used to be that pet food brands relied on primary colors and adorable photos of pets to capture our attention. Now, it seems like illustrations, subdued color palettes, and slick fonts are taking the lead. PetPlate keeps this fun revolution going with its charming design. Drawings of the principal animal ingredient adorn each flavor variant. The top of the oval containers matches the colors used in the animal pictures as well, creating a cohesive pet brand that will proudly spoil your furry best friend rotten.


"We were asked to bring the PetPlate brand purpose to life and identify a brand narrative that clearly articulates what the brand stands for. The goal was to evolve the brand for their next stage of growth and establish a design system to facilitate a uniform visual identity, a sharp focus on messaging, and consistency across all of the consumer touch points and marketing channels.

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Everything we do is about giving our customers and their dogs more quality time together. We wanted to make sure that our brand was communicating that in visual identity and at every touchpoint. The refreshed visual identity expresses an adoration and the hope for a long future together with our dogs, and it illustrates the steps the brand is taking to make that possible through optimistic design cues, type-driven, ingredient-forward messaging, and photographs that portray the special bond between dog and pet parent.

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The brand experience was not doing a good enough job visually to communicate certain key core attributes, such as premium, wholesome, and natural. In addition, the brand lacked the flexibility to address disparate audiences. A key component of our brand refresh was shifting our focus from the "what" to the "why." Rather than talking only about the incredible quality of our meals and the convenience we offer, we decided to focus on why it matters—healthy food means longer, happier lives for dogs, and convenience means more time cuddling and less time shopping, preparing, and cooking.

The resealable and recyclable food containers deliver on the brand promise of saving customers time, and the color-coded lids serve to help identify flavors in the densest of freezers.

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Every element of the new identity system was intentionally designed to strike a balance between premium and natural. The bold typography and systematic approach to information feels elevated and trustworthy, while textural illustrations offer a new flavor of the fun and magic that PetPlate customers have come to expect from the brand. The new packaging is clean, vibrant and whimsical, and most importantly eco-friendly. The shipper was designed for instant impact and recognition, with a dynamic system of natural illustrations, while the vibrant blue and oversized logo convey a sense of quality and trustworthiness."

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