From wet and dry food to cat litter and treats, British retailer Waitrose’s range of NBE Private Brand pet food includes 73 products and 14 different categories. London based agency Turner Duckworth was asked to redesign the line to clearly identify protein (food) types as well as simplify navigation of product types e.g. dry/wet food, jelly or chunks etc.
The design uses brightly color coded objects and clear typography to differentiate the food types. The dogs and cats interact with the objects differently on every pack to provide a playful character across the entire range of products.