Elevating an Independent Retailer Brand

Founded in 2007 by a group of independent pet store owners, Grandma Mae’s Country Naturals met a demand in the market for an ultra-premium, quality pet food whose ingredients would always be the first priority. Planning to launch new grain-free formulas, the team at Grandma Mae’s looked to redesign its current packaging architecture to increase impact and readability of its benefits, and further enhance its positioning of health and wellness. We leveraged the brand’s recognizable farmhouse on the front of each package and introduced friendly, happy dog images to add spirit and convey breed size. The soft woodgrain background supported the all-natural and made in the USA brand promise. To aid shop-ability and shelf pop, we designed an icon-driven communication hierarchy, set within tasty flavor colors. Following the successful launch of the new packaging, the wet food and treats were added to help complete the portfolio.