The petfood market has exploded in recent years, and our client – the producer of Friend - one of the best-known regional brands in the field of pet's food is no exception. The first line of products was launched in 2012 and Shift created the brand identity system and a unique foundation for a basic packaging design concept that positioned it as the pet food brand of choice.
As the market has changed, Friend has had to change too and diversify further its original product range with the launch of new products, for which they needed a new design that would both - give a more current and futuristic look and at the same time maintain the link to the original range of Friend products.
Shift developed a packaging design for the new snack line which enhances the brand with a current, minimalist approach using the existing- primary colour palette consisting of red, silver and white, complemented by four different vivid colours to represent the various products within the range. Photography also plays an important role in Friend's brand identity which is why pictures of real dogs were used as a central part of the new packaging design.
Our design approach to the snack line was based on clarity and elegance, just as the initial line development had a simplistic visual language, we wanted to establish the new product line in a clear and compelling visual identity.
The goal for the project was to help the brand preserve its superior visual communication and to make it once again standout on-shelf to a new and demanding customer base, with a design that portrays not only their pets' nutritional needs but also having a new, energetic and uplifting look on the shelf.
