THE PACK is a food technology startup on a mission to transform the pet food industry. Initially launching with plant based dog food in the UK and Europe, Type and Story were tasked to create a visual strategy for the brand encapsulating their core values: that of innovation, approachability, and education.
We approached the concept by encapsulating the idea of unity between plants, animals, and the landscape to convey instantly, happy, healthy plant based dogs who by doing things differently, 'zing'. They are what they eat and are happy amongst the crowd and within their surroundings for doing so. The vegetables chosen are instantly recognisable, speaking directly to the consumer. The illustration style chosen is friendly, approachable, and humorous. The colours are vibrant to indicate growth, radiance and progress. They are the dogs with a difference because they look different and are proud of it.