Rufus dog food consists of high-quality ingredients combined in perfect balance, providing outstanding nutrition. The knowledge they have combined with the high-quality ingredients creates the perfect meals they offer. Understanding what makes our cat and dog function is how they know the meals they offer provide everything they could ever require.

The creative solution for this brief focuses on overarching identity is down-to-earth, modern, yet fun - taking inspiration from vintage cereal boxes but reimagined for a pet wellness brand. The identity as a whole stems from balancing between organic and geometric. I wanted to play with the possibility of creating a look and feel that's loose and fluid but still strong - toeing the line between what it means to be bold yet still soft. Packaging design can be simply described as minimal and modern with a vintage twist. I wanted to create something that would look good lying around in your home (in tact or shredded on the floor). I used loosely hand-drawn ingredients to convey the organic aspect of the brand. Colour palette continues in the same 1930s vibe but injected with the energy of a boisterous puppy. I paired mustards and dusty creams with earthy greens, blues, and oranges to create enough contrast to exude playfulness without skewing away from the vintage look & feel.

Creative Direction, Art Direction, Packaging Design and Brand Identity.