With over 1,900 stores in 13 countries, the Fressnapf Group is the largest specialist retail chain for pet supplies in Europe. A new sub-brand was developed for the group’s own pet food brand Multifit, which focuses on the future-thinking topic of alternative sources of protein. Protecting the environment by reducing meat content while still ensuring optimal pet nutrition is important, especially for a young, sophisticated target group. Hajok Design was commissioned to realise the strategic brand development and demonstrated a good sense for the target group with a packaging design totally in line with their requirements.

Making people and animals happy while caring for nature, this is the mission of the new Naturally Good pet food brand. This is achieved by reducing the amount of meat in the pet food and replacing it with vegetables – while maintaining the same protein content. The task was to communicate this positioning on-pack. Applying their strategic expertise as well as copy and tagline development, Hajok Design has created an attention-grabbing, contemporary packaging design with a clear message.

The 360° design presents the topic of sustainability and animal welfare playfully yet immediately understandable. The green leaf serves as a secondary brand element, elevating “Naturally Good” as a logo in a charming way. Joy and happiness are reflected in the on-pack illustrations and emotional typography. The colours, on the other hand, are more muted and stand for the special nutritional concepts found in food retail, catching the eye in the otherwise bright and colourful stores. From snack bags, pouches to cans, the branding experts have created a packaging design for a brand with a purpose, giving it a look and feel that can’t help but make you smile!