The pet food brand, Merrick, had launched a new subline that capitalizes on two emerging trends in the dry dog food sector: the nose-to-tail diet and the raw-coated kibble. Nose-to-tail refers to the principle that all animal parts, including the organs and deboned meats, serve a purpose in canine nutrition. Raw-coated is a trend with high growth that has driven the Kibble+ segment through hallmarks of higher protein, natural composition, and improved taste.
To maintain the narrative on the ingredient sourcing story which aims to explain to consumers why a diet consisting of protein sources beyond standard meat is a good thing for their pets.
The craft textured background, clean typefaces, and tone-on-tone colored animal illustrations are used to accomplish the Full Source concept and directly communicate the message to the consumers. Incorporating the animal's story into its design to distinguish itself from the rest of the Merrick line and communicate the subline's premium nature and price point.
