Crave is a new line of pet food that is described as "Ancestral," borrowing from what animals eat in the wild. Ancestral diet for dogs and cats is very high in protein and created for the pet owner who believes animals are best fed food that resembles what they ate in the wild. The Brighton Agency,out of St. Louis, MO, created the design for the new line of pet food for Mars.
The packaging focuses on the eyes of the animal, putting the connection of the dog and its ancestors; the wolf, in focus. The same idea follows with the wild cat. The eyes are framed by jagged ripped paper providing a sharper focus on the eyes.
"The eyes are the windows of the soul, it is said, so we thought that by emphasizing their brightness and making them pop on the package, the product itself would be disruptive on the shelf and draw the consumer to the product," says J.D. Guenther, Creative Director, Brighton Agency.
The food was developed to feed their "instincts" – back to the wolf motif. And the pack idea. The packaging is more important than ever because it has to stand out on the shelf as well as online. At stores like Target, the consumer sees 100's of bags, so making something that grabs their attention is vital.