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OurCreative gives pet food brand a “playful” identity


Yorkshire’s OurCreative is behind the new branding for premium pet food, Nineteen87.

The agency, previously known as Hornall Anderson UK, created a “fun, playful look” to appeal to pet owners who viewed their animals as one of the family. 

“We wanted to create a contemporary design with bags of personality. Nineteen87 is unique in the quality of its ingredients, the way the product is baked and the fact that its producers can control the whole process, from sourcing ingredients to baking the food in their own bakery,” explained Craig Harriott, design director, OurCreative.

“It was essential to show the simple, fresh ingredients. So, we took inspiration from trends within the human food sector, giving the photography a modern look, and borrowing from trends on Instagram to reassure customers on the quality of the ingredients.”   

The quirky hand-painted dog was produced by world-renowned artist, John Byrne, who took inspiration from his own pet. The brushstrokes on the branding have been created in a loose hand-drawn style, to tie in with the artist’s illustration.

The hidden handle within the box is intended to maximise shelf space, while the colour coding is borrowed from human food, to point to types of flavours. 

“The packaging design communicates the quality and provenance of Nineteen87 perfectly and will appeal to pet parents, who treat their animals like one of the family. The pet food category can be baffling for consumers, but this straight forward and personality driven design will cut through the noise of too many complicated messages,” added marketing manager, Dan Reeves.

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