Elmwood

Pets at Home Wainwright’s
Setting the nation’s tail wagging

More dog owners are buying natural, hypo-allergenic food for their furry best friends. Pets at Home wanted to tap into this with a new premium dry dog food. They briefed us to create an identity and packaging that was authentic, wholesome and distinctly English.

Yorkshire born and bred
The brand was named after a fictional character, Wainwright – a Yorkshire vet and pet nutrition expert. The packaging we designed has an honest authenticity to it (what you’d expect from a Yorkshire dog food working with a dyed-in-the-wool Yorkshire design agency).

Three integral elements unite the entire range: the classic logotype, the tagline ‘a dog’s best friend’ and the silhouette of Wainwright and a dog at the relevant age stage.

Instant classic
Many dog owners immediately adopted Wainwright’s as if it were an old and trusted brand. The design was so successful that Pets at Home have extended the range into other areas like dog accessories.