The Real Pet Food Company has launched a new pet food line, Farmers Market.
The company commissioned Saltmine Design Group to create the master brand identity for the new, premium quality pet food offering to be launched in both Australia and the United States.
Research shows that close to 46 per cent of Australians now consider themselves a ‘foodie’ – what we eat and how it looks has become front of mind for many shoppers, and they demand the same quality for their precious pets.
With this in mind, the Real Pet Food Company set out to create a brand that sets a new benchmark in the pet food category, with a focus on taste as well as natural ingredients. The brand name was the chosen due to it connotations of real, natural, premium ingredients, which the brand stands for.
Farmers Market brand promise, “Real food, real flavour. From farm to bowl™”, is brought to life throughout the design with the three tick claims on front of pack and the photographic depiction of the real, natural ingredients featured in each recipe.
“Key to the success of this project was creating a visual identity that looks good enough to eat and I think [Saltmine] nailed it,” said Germaine Chua, Category and Strategy Director at the Real Pet Food Company said.