Ever since it was founded in 1987, Butcher's has aimed to provide dogs and cats with the essential nutrients they need, tailored to breed-specific and dietary requirements.

Originally a small family-run business, Butcher’s has grown into one of the UK’s top pet food brands. Currently, it's the No. 2 British manufacturer of wet pet food and No. 3 in pet food revenue overall. The objective of this student brief was to create a packaging system that:

• Attracts buyers
• Differentiates flavors via color
• Simplifies the overall design
• Embraces modern design principles

1. Competitor Analysis

Observations:

• Most competitors use outdated photography.
• Packaging lacked clarity in flavor indication.
• Shoppers needed extra time to identify flavors and make purchasing decisions.

2. Design Direction

Key Decisions:

• use illustrations only (no photography)
• Assign a unique color per flavor
  • Blue → Ocean Fish
  • Orange → Chicken
  • Red → Beef
  • Pink → Shrimp
• Add a central illustration of a cat for instant product recognition.
• Emphasize simplicity and visual clarity for faster in-store navigation.

What This Design Achieves:

• Stronger shelf presence through bold, colorful visuals.
• Clear flavor differentiation for quicker consumer decision-making.
• A modernized, cohesive aesthetic that reflects Butcher's dedication to quality pet nutrition.
• Improved user experience, especially for busy shoppers needing to make fast, informed choices