The pet food aisle in supermarkets is a crowded space, so creating stand out packaging is imperative. Boxer & Co has achieved this with a new brand and pack design for Joy Pet Food
Managing director of Boxer & Co, Gwen Blake, said, “Our goal was to create a brand that was approachable and friendly while also communicating the quality and premium nature of the product.”
Describing the design, Blake says the centrepiece of the brand is a wordmark, crafted from lowercase letterforms designed in a playful way: the wagging tail on the letter ‘y’ embraces the ‘o’, while the tittle above the ‘j’ changes and adapts across different product ranges.
Lead designer, Tim Meredith explained: “Having spent time observing the in-store environment, we noticed that the top of the packaging often got obscured by shelves or by the bag crumpling, so we strategically positioned the wordmark towards the base, making it impossible to miss.
“Its three-letter simplicity allows it to be dialled right up in size, making a brand that’s impossible to either miss or forget. To achieve further stand-out in the sea of white and black packs, we selected green as the key colour, to imbue our brand with nature and freshness.
“The overall design is sleek, modern, and simple, without any clutter so that the real-food photography we adorned the pack with could stand up and get counted.”
Pleased with the result, Joy Pet Food said that Boxer & Co had developed a “standout brand and logo in a particularly competitive category”.
