The Nosh Project

Creating a fresh, real food category for pets

With over 200 stores Petbarn is Australia’s largest pet care retailer. They’d identified a younger, more affluent audience who were either scratch cooking their pet’s food, to ensure it was fresh and delicious, or sourcing meals from new direct to consumer brands offering ‘freshly cooked’ food, that wasn’t yet available in retail. To meet this opportunity, we developed a strategic approach to pet food packaging design, creating a premium home-cooked range that immediately communicated quality, freshness, and care.

Petbarn came to us to create a new premium ‘home cooked’ range of petfood that would appeal to this audience. The result is The Nosh Project, a new brand that delivered on strategic thought and creative impact, connecting Petbarn with this younger audience from day one.

Introducing the world’s first human grade pet food

Every meal matters. The Nosh Project contains nothing but the freshest Aussie, human grade ingredients – with up to 29 essential vitamins and minerals in every meal to support good health, serving up goodness with nothing hidden, or that’s not backed by vets.

For this mid-price brand we developed an identity and pet food packaging design that balances scientific innovation with a positive lifestyle message. Our branding and packaging captured the essence of hand-crafted, perfectly balanced pet food for owners that see their pets as more than just animals.

The minimalist use of space and typography taps into the brand’s clinical, vet proven ethos and desire for transparency. This is complemented by a stripped back photographic style and colourful palette which makes the brand feel both trustworthy and relatable. Clean, bright, well-lit images using minimal filters showcase pets and product clearly and accurately. And candid lifestyle photography, which helps capture real-life moments and interactions to further help convey a sense of openness.

We developed a brand look and feel for use across web, socials, POS, and advertising to give The Nosh Project a coherent brand presence.