Petkult dog food

Petkult is a super-premium dog food brand established in the EU market. The new communication, branding, and packaging redesign offer a fresh interpretation of the brand’s existing elements while maintaining consumer recognition.

The overall objective was to redefine several brand elements through an attractive and eye-catching packaging design aligned with contemporary standards in the pet food category.

The overarching brand message, “Everlasting Bond”, is expressed through images emerging from the central spiral element of the brand identity. The images reflect the intended purpose of each product according to the dog’s age and size while emphasising the close bond between dogs and humans. In the Probiotic functional subline, vitality is communicated through illustrations of an active lifestyle and shared outdoor activities.

Due to the complexity of the product range – different sublines, flavours, ages, sizes, and a new pictogram system – a clear information hierarchy divided into four segments was established.