Frankie & Friends

The brief from Woolworths Australia was to create a modern pet food and accessories one-stop brand. So, it was important to create a design system that could work effectively across a broad range of items, from bird seed to fish flakes to dog bowls and collars. The solution centres around modern, colourful illustrations which are executed in a style that’s ownable by the brand and showcases the animals in their natural habitat. Each pack tells a story relevant to the animals’ qualities, whilst also creating a strong and distinctive architecture on shelf. The brand is packed full of emotion and care – echoing the way that so many Australians feel about their furry loved ones. The brand mark is a friendly and approachable typographic logo with discoverable elements inside the negative space of the letters, bringing modernity and emotion into an otherwise dated category.