Wilsons: Captivating Nature and Quality in Dog Food Packaging

An Artistic Approach to Pet Nutrition

Wilsons Cold Pressed dog food is a new, high-quality product requiring a powerful and unique brand identity. Individually named, with beautiful color palettes, the inspiring landscape illustrations wrap around the foil-fresh packaging. The overall design scheme focuses not simply on the dog, but the well-being of both the owner and their beloved pet.

Both the 2.5kg and 10kg bags were printed in CMYK using the flexography printing process. Environmentally responsible water-based inks were used throughout, with a flood coating of white ink applied below the process colors to boost vibrancy. Finally, the foil bags were varnished with a clear sealing coat to protect the surface.

The 3 products are available in 2 sizes, 2.5kg and 10kg, with dimensions of 192 x 100 x 400mm and 365 x 115 x 710mm.

Critical to the rebrand was the replacement of the heavy multi-layered paper sacks that were superseded by lightweight foil fresh bags. With the added benefit of resealable zip closures, the product's life span is extended, helping to eliminate needless waste. The overall effect is a revitalized product, packed with nutritional ingredients, using modern production methods and all delivered in a contemporary design driven by passion and a commitment to quality.

The project concepts and research were started in 2018 and developed and completed in 2019 in Carlisle, Cumbria, UK. Off the mark, we were able to establish the scope and potential of this project through a thoroughly researched and detailed client brief. The aspiration to design a standout brand that captured the essence and breadth of the British Isles was our goal. Through a series of colorful illustrations, the resulting visual brand set itself apart on the shelves of the UK's pet food stores.

Within an ever-growing and competitive marketplace, Wilsons needed standout packaging to complement its standout product range. The client brief was clearly defined: reflect the quality within. Wide-open spaces, the beauty of nature, and the quality of life featured high. Illustrative style and individually named products would work together to convey refinement and modern dietary thinking.

Depicting the variety of landscapes found across the British Isles, the packaging design for Wilsons Cold Pressed is impactful. Dominated by an illustration style that achieves a real sense of the great outdoors, the layout style is simple in its use of space. Utilizing a vivid color palette, the naive figures, sweeping brush strokes, and loose textures combine to make the overall design modern and distinctive. The bags are bright and clean, printed in high-definition and finished with a tactile matte varnish, and featuring a resealable zip for freshness.

This design was awarded Bronze in the A' Packaging Design Award in 2020. The Bronze A' Design Award is bestowed upon outstanding and creatively ingenious designs that authenticate experience and resourcefulness. Esteemed for incorporating best practices in art, science, design, and technology, they exhibit strong technical and creative skills and contribute to quality of life improvements, making the world a better place.