The pure love pet owners show to their little loved ones is often seen in the care they place in choosing only the best nutrition for their health and wellbeing. Our client Aveve was acutely aware of this fact and had the ambition to generate a brand-new proposition for their stores. This new range of pet food should provide a choice for consumers who value the benefits fresh meat ingredients can bring and the inclusion of vegetables and other superfoods. All this at a price that is affordable in comparison to A-brand competitors and expresses values of carefree fun and enjoyment. So not only did this brief require a pack design, but also a brand and look and feel to help bring impact and surprise to the category. An holistic brand creation from scratch.

For inspiration we looked no further than our furry friends themselves. Should our pets be able to speak, what would they say, and how would they tell us what’s best for them. Surely, they know best? Hence Charlie’s Choice was born. Our brand mascot, our spokesperson, our character, and our inspiration. Each pack is a window into his world and a moment where Charlie simply asks what’s for dinner? This approach allowed us to utilize an unbelievably cute illustration style that places our mascot front and centre and gives him the platform to communicate to the consumer about the product and its benefits.

A range of popping colours help differentiate the flavours and a 360° design layout helps continue the brand/product story around the pack to the back where consumers can absorb important information in an engaging way. Adaptation to the Charlie character for the Senior and Puppy products was required to support the journey the brand shares with the development and growth of your pet.