Elmwood creates packaging for Wainwright's dog food

by Joe Lepper, Brand Republic 01-Nov-06, 08:10

LONDON - Pet food firm Pets At Home has unveiled the packaging design, created by Elwood, for a newly launched brand of premium dog food called Wainwright's.

The design features the silhouette of a fictional vet called Wainwright, taking his dogs for a walk with a different image for each of the brand's three age ranges, puppy, adult and senior.

The aim is to convey the relationship between owner and pet with packaging accompanied by the strapline "dog's best friend". The brand is particularly aimed at dogs with food intolerances and contains hypo-allergenic ingredients.

Ben Greengrass, Elmwood design director, said: "Aside from great standout, the brand packaging has an authentic Yorkshire feel about it; the fictional Wainwright is a vet from Yorkshire who is an expert on dog nutrition.

"Wainwright interacts with the dogs differently on each pack face, helping to differentiate age groups."

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