Carnilove

Natural force

Service

Identity and packaging redesign

Industry

Pet food

Team

Creative: Anthony Ford, Malte Preiss,

Ashleigh Lambert, Mili Zanetti

Strategy: Henry Deane

Client leadership: Kristýna Šišková,

Gaston van de Laar, Adriana Wijnen

Partner Agencies

Custom type: Pedro Arilla

Implementation and e-commerce: Ashfall

The brand identity had drifted too far from the reality of domesticated pets, a new repositioning including a new brand archetype focused on putting the energy back to the heart of the brand. Pets born with an inner spark and zest for life, have a boundless energy rooted in their true natural spirit. Built on their origins and instincts of craving natural food, Carnilove’s holistic pet food combines wild meat, fruits, and vegetables to create a healthy, nutrient-rich diet.

What we did
Inspired by the natural spark, the new visual language captures the active essence of animals through dynamic type, illustrations and colors. Celebrating their raw, untamed spirit by incorporating sharp incisions (ink traps) across diverse assets.