Client: Petgood Role: Packaging designer & content creator
About the product: Petgoods Insects & Rice is a complete and balanced dry food for adult dogs, with easily digestible rice as the main carbohydrate source. Thanks to insect protein as the only animal ingredient, the food can also be suitable for dogs with dietary sensitivities. The food is the definition of affordable health!
Brief: Create a packaging design for the price-sensitive buyer who prefers purchasing their Petgood products in food retail. The packaging should highlight customer experiences and tell the Petgood story.
Process: During the first round of ideation, we aimed for an IKEA-inspired “less is more” style, reflecting the budget-friendly positioning of this product within Petgood’s portfolio. At the same time, we sought to maintain a Scandinavian premium vibe. However, we realized that the design lacked personality and felt somewhat dull and impersonal. Given that the main sales channel for this product is food retail, we decided it was more important to create a design that truly stands out among competitors on the shelf.
Solution: After analyzing store shelves, I noticed most packaging featured a single dog and lacked illustrations. To stand out, I decided to take a different approach by collecting images of Petgood’s community dogs through an Instagram reel. My goal was to create illustrations of these dogs for the packaging, showcasing the diversity of dogs that already enjoy Petgood while also generating excitement for the product before its launch.
We also decided to feature the face of Petgood’s founder on the front of the packaging, along with an inspiring quote, to build trust and create a genuine connection. This is something we’ve never seen any other pet brand do before.
The result: This packaging concept was highly appreciated by both the client and their customer base. It generated strong engagement around the product and design process. We received over 300 images of dogs eager to be part of the design, and the Instagram reel became Petgood’s best-performing organic reel ever. Building on this success, we used the same concept for Petgood’s cat wet food, featuring Lo, one of their most loyal cat customers.
Techniques: Conceptualization, Trend Analysis, Prototyping, User-Centered Design, Packaging Design, Content creation, illustration, animation, video editing.
