British retailer Waitrose has introduced a new brand and visual identity for a their private brand range of premium cat and dog foods exclusively for Waitrose, made from a selection of natural ingredients sourced in the UK. With nine products available initially, cat and dog foods are readily distinguishable with products designed for younger and older pets in various sizes from 800g to 6kg packaged in flat-bottomed bags.
Over six months in development, Equator Design created the strategy, name, visual identity and packaging for the Mill Stream Farm brand, which launches nationwide this month. Food and treats for cats and dogs are worth £1.6bn in multiple grocery with premium products showing the strongest growth. Naturally sourced, premium cat and dog foods are a relatively new category with Waitrose believed to be one of the first major supermarkets to offer an exclusive range.
The new branding and design for ‘Mill Stream Farm’ makes the brand readily identifiable as a premium proposition. By using natural queues such as farm buildings, rural settings and friendly pets in an illustrative style the aim is to reinforce brand benefits of nutritious and healthy dried, complete food made from quality natural ingredients produced and packaged in Norfolk.