I created this work as part of the first design round during a rebrand of Harringtons pet food at IMA.
Harringtons pet food offers a balanced middle ground between genuinely quality, natural ingredients and affordable pricing, but this “Goldilocks” positioning is hard for consumers to believe in.
This brand work is rooted in the promise of no compromise. And the idea that getting quality natural food doesn’t have to be complicated. The design work needed to convey the naturally uncomplicated narrative.
Keeping the typography style bold and straight forward aligns with our single-minded straight talking values. Key messaging is displayed across graphics inspired by grocery stickers and butchers tags.
The fresh vibrant greens of colour palette allude to natural whilst grabbing attention.
Through playing with scale within our campaign imagery I focus in on our key message, whether it is the natural ingredients or doggie appreciation moments. This approach is flexible and creates a unique look for our campaign comms.
ClientHarringtons Pet FoodWhilst atIMAServicesBranding and Campaign
