The packaging design features cats and dogs in care-free environments where they are able to be themselves, such as running through a meadow, to reflect OrganiPets' promise of organic and natural pet food.
Black-and-white photography was used by the designers to create a natural feel and create a strong visual counterpoint to the market norm of bold, brash colours and cartoon rendering of family pets.
Adrian Whitefoord, co-founder of Pemberton & Whitefoord, said: "OrganiPets is a company with one passion in life -- to make great food for the cat or dog you love.
"We wanted to create a design solution for the brand that reflects that abiding passion. Essentially a design that would make OrganiPets truly stand out on shelf and be viewed as anything but run of the mill."
