Peckish: Innovative Bird Food Packaging

Designing Bird Houses for Feeding Birds

In an effort to recruit new bird feeders and engage young people and children in bird feeding, Westland Horticulture partnered with Springetts Brand Design Consultants to develop a range of bird food packaging that transforms into individual bird houses. The result is Peckish, a packaging concept that not only provides bird food but also encourages interest and involvement in feeding birds in the garden.

The Peckish packaging is designed to resemble a rustic country cottage, complete with bird holes that allow consumers to see the bird food inside. Once the food is consumed, the consumer can punch through the feeder hole, creating an entry just the right size for a specific variety of bird. This innovative concept not only serves as a functional bird house but also adds a charming touch to any garden.

Each variety of bird food in the Peckish range is represented by a different bird house design, creating a delightful street of bird houses when the products are merchandised together. This visually appealing display not only attracts the attention of potential bird feeders but also adds a touch of whimsy to the shopping experience.

The Peckish packaging is made using a standard Tetra Pak, ensuring that the design is cost-effective and easily produced. The backing card and other elements of the packaging are kept simple, allowing the perceived value of the product to exceed its production cost.

Since its launch in the summer of 2014, Peckish has received accolades for its innovative design. In 2016, it was awarded the Silver A' Design Award in the Packaging Design category. This recognition highlights the exceptional creativity, technical expertise, and innovation demonstrated by the Peckish packaging.

By combining functionality, creativity, and sustainability, Peckish not only provides bird food but also adds a touch of charm and excitement to the act of bird feeding. With its unique design and ability to transform into a bird house, Peckish is a testament to the power of innovative packaging in enhancing the overall bird feeding experience.