SUPREME
Building Brand Recognition Through Great Packaging and Good Design
For more than 30 years, Supreme Petfoods has led the way in veterinary-recommended, species-specific nutrition, making them true experts in petcare. With an unmatched product line spanning food, hay, and treats, they have earned the trust of pet owners and vets alike.
Since 2014, we’ve partnered with Supreme as professional designers, partnering with them through new brand creations and meaningful rebrands. Together, we’ve turned complex, crowded categories into clear, engaging experiences that strengthen the brand’s identity.
Our Creative Process
When we first collaborated in 2014, the small pet treats aisle had become confusing and fragmented. Even though Russel Rabbit, Gerty Guinea Pig, and Harry Hamster were leading names, consumer navigation was difficult, and competitors were multiplying.
Supreme challenged us to create a coherent “everyday” brand that simplified choice, built loyalty, and created memorable moments on shelf.
Our Creative Process
- We drew inspiration from Supreme’s rural HQ in Hadleigh, Suffolk, where ingredients are locally sourced and freshly baked.
- Using Adobe Illustrator and our tried-and-tested creative process, our seasoned designers crafted a design concept rooted in farm authenticity and warmth.
- We applied ancillary design elements such as a ‘natural’ roundel symbol on the front of the packs, clear, simple, typography, and bold colours to help each variant stand out, with a clear window to allow customers to understand the format, size and shape of the contents.
- We tested different options with comprehensive packaging mockups to ensure clarity, shelf impact, and consumer connection.
The final design unified more than 40 SKUs into Tiny Friends Farm—a world of treats that delivered attractive and effective packaging design. The result was great packaging that consumers trusted, enjoyed, and remembered.
Expanding the Farm – Danny Dog and Dolly Dog
The result was that the redesign significantly improved brand recognition and brand sentiment of Tiny Friends Farm. The market research also uncovered a significant brand opportunity – of the 83% of pet owners who felt positive about the redesign, 53% of them also owned a dog.
Supreme saw the opportunity to expand into canine treats and asked us to extend the brand. We introduced two new characters—Danny Dog and Dolly Dog—and created a different way of telling the farm story through dog snacks.
The final design included products like:
- Dolly Dog Tasty Bones
- Danny Dog Doggy Donuts
- Dolly Dog Crunchy Cookies
- Danny Dog Yummy Sticks
The range, baked with natural ingredients and fortified with nutrients, featured a great packaging design extension that aligned with the farm aesthetic while creating a premium experience for dog owners. Retailers also received tailored point-of-sale material, ensuring visibility across department store shelves and specialist pet channels.
Design to Balance Science & Nature.
Supreme’s Science Selective range is an award-winning portfolio of foods recommended by vets. It was created to meet rising demand for nutrition tailored to each species and age group.
But as the segment grew, the product’s packaging needed modernisation to stand out on store shelves while keeping the trust of loyal customers.
We refreshed the brand’s identity with a clean, contemporary design concept that balanced visual elements of science and nature. The final design ensured clear navigation, improved findability, and reflected good package design principles that deliver a lasting impression.
Selective Naturals – Snacks with Style
The Selective Naturals range extended the Selective family with treats like Loops and Sticks, freshly baked in Suffolk.
Our professional designers used bold colours, ingredient-linked palettes, and transparent windows to cameo the product format, reinforcing trust and freshness. The result was effective packaging design that perfectly complemented Science Selective while offering memorable moments of indulgence for small pets.
The Result – Great Packaging, Strong Brand Recognition
Through our long-term collaboration, Supreme has achieved:
- Tiny Friends Farm: a beloved farmyard world, simplifying a fragmented market and building strong brand recognition.
- Danny & Dolly Dog: an exciting expansion into canine treats, capturing multi-species households with a different way of telling the brand story.
- Science Selective: a modernised, science-led final design balancing clinical elements and natural ingredients, driving findability and consumer trust.
- Selective Naturals: a vibrant snack range with amplifying a less=processed product through an ingredient-led, simple design with a clear hierarchy.
Our journey with Supreme has been about more than just delivering good design. It has been about listening, learning, and co-creating alongside a particularly skilled brand and food science team who brought deep expertise in animal nutrition and consumer insight.
Together, we’ve built new ranges and range extensions that don’t just stand out on store shelves but also reflect a thoughtful, segmented approach to pet nutrition—respecting the unique needs of rabbits, guinea pigs, hamsters, and now dogs.
The result is not only great packaging that does its job in building stronger brand recognition, but also a portfolio that carries the care and knowledge of Supreme’s team into the everyday lives of pet owners.
We believe it’s the genuine collaboration with Supreme’s team that helps to quickly and concisely understand barriers and opportunities to unlocking growth.
What we did:
Brand Creation, Packaging Design
