the challenge

How do you perk up the pet food aisle? You lead the pack with bold, breakthrough design that celebrates superior ingredients and inspires a spirit of adventure in pets
and owners alike.

the story

Fresh Pet, leader in refrigerated pet food, wanted to reinvigorate the Vital brand to convey a distinctive voice and stand apart from other product lines. Primarily sold in specialty pet stores, Vital set out to be an elevated, destination brand.

the design

Taking cues from outdoor recreation and lifestyle brands, the design conveys the pioneering spirit of Vital and celebrates the quality of heritage ingredients like salmon and bison.

the details

A clear window showcases the product, complimented by bold photography that accentuates ingredients with an energetic, playful feel. Earthy, neutral tones evoke the great outdoors without losing vibrancy or freshness.

dog days

Vital’s fresh, modern look hit shelves in early 2019, generating increased distribution for the brand. We extended the Vital design to new innovations, each made to bring out the best in our four-legged friends.