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Packaging, identity

Northpaw

Dog food people are happy to leave on the counter

Dog food people are happy to leave on the counter

Sector

Pet food

Location

Glasgow, UK

Year

2023

Duration

11 weeks

In this case study

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Identity and packaging for a dog food company that wanted its bags on the kitchen counter, not hidden in the cupboard.

Identity and packaging for a dog food company that wanted its bags on the kitchen counter, not hidden in the cupboard.

Identity and packaging for a dog food company that wanted its bags on the kitchen counter, not hidden in the cupboard.

Packaging, identity

The problem

The problem

The pet aisle is a wall of cartoon dogs and shouting claims. Northpaw's food is simple, and the packaging needed to say so.

The pet aisle is a wall of cartoon dogs and shouting claims. Northpaw's food is simple, and the packaging needed to say so.

What we did

What we did

Three recipes, three strong colours, one paw and plain words. The back of the bag lists every ingredient in the order a person would read it.

Three recipes, three strong colours, one paw and plain words. The back of the bag lists every ingredient in the order a person would read it.

Draft to final

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Final

Draft 03

Draft 03Final

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Results

320

320

320

independent stockists

3

3

3

recipes, one system

+62%

+62%

+62%

sales in the first year

Northpaw is now stocked in 320 independent shops, and supermarket listings followed within a year.

Retailers put us at eye level because the bags look good there. That never happens.

Retailers put us at eye level because the bags look good there. That never happens.

Retailers put us at eye level because the bags look good there. That never happens.

Callum Reid, co-founder, Northpaw

Credits

Creative direction: Tom Achterberg Design: Lior Katz, Hana Okoye Copy: Joon Park

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