Brighton Agency Shows the Wild Side of Pets In New Design for Crave Pet Food

The Brighton Agency in St. Louis recently introduced a complete design rebrand for the Crave pet food brand from Mars that tells the story of the brand’s ancestral ingredients in bold images.

The packaging focuses on the eyes of the animal, putting the connection of the dog and its ancestors; the wolf, in focus. The same idea follows with the wild cat. On the packaging, the eyes are framed by jagged ripped paper providing a sharper focus on the eyes. 

"The eyes are the windows of the soul, it is said, so we thought that by emphasising their brightness and making them pop on the package, the product itself would be disruptive on the shelf and online and draw the consumer to the product," said J.D. Guenther, Creative Director, Brighton Agency.

Crave is a line of pet food that is described as 'ancestral,' referencing what animals eat in the wild. The ancestral diet for dogs and cats is very high in protein and created for the pet owner who believes animals are best fed food that resembles what they ate in the wild. 

The food was developed to feed the 'instincts' of pets. Brighton noted that the packaging is more important than ever because it has to stand out on the shelf as well as online. At stores like Target, the consumer sees 100s of bags, so making something that grabs their attention is vital.

The agency designed the packaging and the 84-page brand book that articulates how to tell the brand story across all channels.