Premium NZ pet food. Packaged to stand out on shelves from Canterbury to China.

NZ Pet Foods came to us with two distinct packaging briefs, and both required the same careful thinking: how do you create something new that clearly belongs to an existing brand, without confusing customers about what they're buying?

Pure Maranui — Venison with Sheep Milk Cat Food
A new SKU targeting the China CBEC market, sitting alongside the existing Salmon range. The challenge was creating a visual identity that was unmistakably Maranui, premium, natural, New Zealand-made, while telling a completely different story. Salmon means Skin & Coat. Venison means Gentle Nutrition for sensitive cats. A customer picking up both cans needed to understand that difference at a glance.

Deep greens, earthy tones and hero ingredients front and centre clean, uncluttered and premium. Designed to succeed in both Chinese e-commerce and future domestic retail without changing a label.

Equal Dog Biscuits — 10kg Packaging
A new larger format product that needed to feel like a natural extension of the Equal range, without customers assuming it was just the same product in a bigger bag. We made the larger biscuit size, the new duck flavour and the key selling points the visual heroes, while keeping the brand cohesion intact.

Both projects required us to understand not just the design brief but the commercial strategy behind it, which is exactly the kind of work we love.