Our design team took a really good look at the benefits of each individual variety to delve deeper into the sub-brand. The circle that depicts the efficacy uses icons to show exactly where in the body the ingredients have a positive effect. The pets are deliberately staged as being active and healthy. The animal images are now significantly brighter and livelier than before.

The core messages and the effectiveness of the pet food had to be clearly and credibly communicated on-pack. This was to be achieved even in the absence of any consultation with sales staff and still convey trust and confidence in the products. Despite the great amount of information, it was important to ensure readability and an aesthetically pleasing look. We restructured the on-pack copy for more clarity. New icons developed by our design team help shoppers to quickly understand the health benefits of the products.

The result is a packaging design that strikes a good balance between functionality and emotionality. The technical, cool look has been replaced by an approachable, softer and clearer appearance. The gentle lines and subtle shading convey vitality and high quality. The Select Gold umbrella brand is clearly recognisable and yet the MEDICA sub-brand now has its very own positioning.