Creating a distinctive brand for global enterprise Allana Group’s entry into the pet food category
CLIENT
Allana Group
ROLE
Director, Brand & Design
TYPE
Brand Identity, Packaging Design
AGENCY
Elephant Design
CHALLENGE
To establish Bowler’s as a premium brand and help them occupy a unique position in an inundated market with a unique proposition to pet owners. The design system would need to be future-proof catering to various sub-categories and extend across the premium and popular ends of the portfolio.
STRATEGY
To forge an emotional bond with the target audience, we leveraged the emerging shift from pet ownership to ‘pet parenthood’. Pet parents are becoming extremely conscious of wholistic nutrition and the well being of their dogs. For new pet parents, Bowlers' packaging would serve as an informative partner, addressing concerns and providing essential knowledge. Experienced pet parents perceive Bowlers as tailored to their pets' specific needs.
Deviating from the pet food packaging blindspot of realistic imagery of cute puppies or dogs, the strategy focused on the relationship between the pet and their doggy parents. While the priority was to keep their dog healthy, we realized the deeper aspiration was an engaging relationship with a happy, active pet.
DESIGN
The design approach combined playfulness, storytelling and knowledge share. We opted for quirky, energetic illustrations showcasing an active dog and owner, that resonated with the doggy parent and set it apart on the shelves. Driving the brand promise of nutrition and wellbeing, the pack highlighted an ingredient list and it’s associated benefits. The vibrant colours were a departure from category codes, but evoked a sense of reward and achievement. The pack system used adaptable templates across categories making room for expansion. Each range had it’s own named mascot, eventually creating a Bowlers Club of happy unique personalities.