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Communicating differentiation in pet food without words.

Play. Ruff. Eat. Wuff.


All dog food (used to be) created equal. Times have changed and the massive trend of higher quality foods at the grocery store has been steadily making its way to pet food as well. The industry is flawed in nutrition reporting on packaging, and functional food is a newer concept for pets.

Nulo Pet Food hired SmashBrand to help define a strong visual presence in the smaller high-quality pet food market. The market is getting crowded with brands that make high quality pet food, however they wanted to go beyond being a superior alternative to "the cheap stuff".

With a strong passion for raising pets with active lifestyles like themselves, Nulo Pet Food is made for very active pets. Our designs put the pets into action in various scenes to help pet owners connect with the relationship between the great food needed to fuel their dog's active lifestyle. Fuel their Inner Athlete.

  • Market Research
  • Package Design
  • Image Compositing

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