Credits

Client: Petcurean

Lead Designer: Matthew Clark CGD, RGD 

Creative Directors: Matthew Clark CGD, RGD & Roy White RGD

Illustrator: Darren Booth

Icon Illustrator: Liz Wurzinger

Copywriter: Pete Pallett Writes

Description

Petcurean is a leader in the super-premium pet nutrition category for their dedication to superior ingredients and processes that are socially and environmentally responsible. A new pet food line, GATHER, is crafted from certified organic, non-GMO and sustainably-produced ingredients. Subplot’s primary job was to live up to and compellingly express the features of this new product through the packaging and communications system including the master brand name, prominent illustrations, recipe names, simple icons, tertiary copy, master brand identity system, sales and retail collateral and the campaign launch.

Judge's Comments

It is so very refreshing to see such a strong design process built on research, product and user testing, and even walking the same fields as the client. This is a capital “B” branding exercise, from defining the promise, to choosing a name, and ultimately designing collateral that supports the ethos of the company. The type is exceptional; illustrations are excellent; copywriting is clear and to the point. This is an outstanding example of how a system supports a design and of how designers can advance social good through design. The entry is oh So Good! 

- John deWolf CGD, RGD

For-Profit Category 2018