Kirkland (Pet Plate) Dog Food

OBJECTIVES

• Create a line of high end dog food for Costco while retaining elements that resonate with existing Pet Plate customer base.

• Highlight what the food looks like and benefits

TARGET AUDIENCE

• Pet owners looking for quality ingredients

• Current Fresh Pet consumers (only refrigerated dog food brand in Costco)

BRAND ATTRIBUTES

• Human grade recipes 

• Easiest way to add nutrients to pets diet

CREATIVE DIRECTON

• Create a cohesive visual system that allows for easy recognition of brand while differentiating each meal

• Incorporate food images and ingredients

DELIVERABLES

• Market research of competitors in bulk retail

• Packaging concept for two different flavors