In the past decade the pet food market has transformed: traditional kibble is out in the cold and a new breed of innovative, design-friendly brands represent our evolving relationship with our furry friends
The relationship between humankind and dogs has been traced back as far as 30,000 years, but hearing the buzzwords ‘petscaping’ or ‘carbon pawprint’ recently is a reminder that our co-evolution with our furry counterparts is just as influenced by the zeitgeist as anything else.
In the past two years alone, 3.2m UK homes found themselves adopting a pandemic pet, and that spike has shown no signs of abating, with Moonpig recently reporting that Valentine’s Day card sales for four-legged family members rose by 30% this year. The penny has finally dropped that we are almost as dependent on our pets as they are on us. And a canny new crop of pet brands is here for it.
To understand how this shift has been re-negotiated in terms of branding, we have to time-travel back to your local supermarket in 2008. Lily’s Kitchen, an industry leader in the UK, launched that year. “Our founder, Henrietta, had noticed that pet food was usually displayed in the same supermarket aisle as cleaning products,” Dan Kimmins, head of design, says. “Then, as now, we used high-quality ingredients – proper meat and vibrant fruit and veg – to make our recipes, and displaying them in the bleach aisle didn’t feel right.”
But aside from highlighting the troubling way we had disregarded our pet’s food, Lily’s Kitchen did something else revolutionary. Traditional brands had a stale mix of primary colour and panting-dog portraits. They highlighted ‘performance’ by using science-backed infographics, giving their branding an impersonal feel. But Lily’s Kitchen envisaged itself as a lifestyle brand designed with doggy personalities in mind.
CR explores why ‘non-Latin’ terminology with regards to type is offensive and outdated, and why Arabic, Indic and other world scripts are undergoing a design revolution
Design can be key to setting up much-loved brands for a long life. We talk to design and branding studio JKR about how it’s done
The pre-loved fashion marketplace’s new ad emphasises its sustainability credentials, with a bit of help from director Andreas Nilsson and photographer Campbell Addy
“We’ve been trying to sell out for years. Nobody’s buying,” Jerry Garcia famously said. With increasing collaborations between artists and ‘the establishment’ is the notion of selling out obsolete? And did it ever even exist in the first place?
Created by Base Design, the new campaign for the eyewear brand puts the emphasis on why you need sunglasses, rather than what they look like
Is sustainability enough to save the world, or do brands need to commit to a more radical, reparative model to survive?
Dodie Smith’s I Capture The Castle and Colette’s Gigi are among the Vintage Heroines collection, which uses minimal design and colour photography to create a striking set of jackets
Brands that are confused about how to place themselves in the metaverse would be wise to look to Gens A and Z to show them the way
Founded by two friends in a flat above a butcher, Bang on the Door’s unofficial Groovy Chick poster girl soon became ubiquitous — and is still beloved by millennials of a certain age
For Hello My Name Is, the LA-based imagemaker posed as 33 fictitious characters, whose portraits are accompanied by imagined quotes and possessions
The multiverse offers huge opportunities for brands and designers, says Wolff Olins’ Wayne Deakin. Here are some principles to follow
Ahead of a hotly tipped awards season for The Power of the Dog, we speak to Wegner about bringing the film’s aesthetic to life, plus how awards can help promote diversity in a male-dominated industry
Is Essex right to leave TOWIE behind, or is it abandoning branding gold? Lantern’s Ryan Tym discusses why the best ideas for place branding sometimes come from unexpected sources
Created by David Madrid ad agency, the posters aim to promote the brand’s new plant-based Whopper by pointing out its similarities to the original
The blue-and-white ‘lozenge’ is an iconic symbol in the UK and beyond, but is it time for an update, or is the logo still in rude health? Design critic Alice Rawsthorn, St Luke’s ECD Richard Denney, and Nalla Design owner Vicki Young take its pulse
A new exhibition, The Beautiful and the Sinister, highlights the relationship between these two elements in Brandt’s work, and examines the influence of Surrealism
They’ve been memeified, mocked and parodied, but inspirational quotes are taking on a new lease of life in the hands of illustrators and designers
The editor of Polyester zine reflects on being diagnosed with a life-changing illness aged 19, and how it’s led her to chart her own path through the creative industries
The Depop founder’s new app, Delli, is a digital marketplace of local food goodies – and Beckerman hopes it could revolutionise the market for entrepreneurs
Creative director Mike Gunton and producer Paul Williams talk to us about how they made the BBC’s latest blockbuster drama – about plants
Copyright © 2022 Centaur Media plc and / or its subsidiaries and licensors. All rights reserved.
built by interconnect/it
Xeim Limited, Registered in England and Wales with number 05243851
Registered office at Floor M, 10 York Road, London, SE1 7ND
Why pet food is having a design moment – Creative Review