The development of this pet food was about providing a wholesome and nutritious food that would give dogs the energy to live a full and active life. Developing recipes for the range took our client a considerable amount of time as the goal was ‘perfection’. So we proposed the name Phoenix, to capture the brand’s intent. We used images to create the emotive, while the variety of background colours and types of dogs clearly give each variant its own identity. Turning to the back of pack, we shot the raw ingredients quite simply to emphasise the brand’s focus on natural goodness.