Pet Plate | Kirkland Signature Concept Design

CPG Strategy, Concept Development & Packaging Design

OVERVIEW

Pet Plate is a premium frozen dog food company focused on fresh, thoughtfully formulated meals for dogs. I was brought in to help develop a potential Kirkland Signature offering for Costco, with the goal of creating a compelling product concept to present to the Costco buyer as a potential new line.

MY ROLE | Designer & Concept Developer

CPG strategy • Competitive research • Concept development • Packaging design • Brand positioning • CPG collaboration • Buyer presentation

I partnered with a CPG brand developer & specialist to research the category, evaluate competitive offerings, and identify opportunities for a potential Costco product line. I then developed the product concept and visual direction, using the research to inform the packaging, positioning, and overall presentation. The final concept was developed as a buyer-facing presentation intended to communicate both the product opportunity and its potential within the Costco environment.

DELIVERABLES

Competitive research and category analysis
Costco channel and product opportunity development
Kirkland Signature product concept
Packaging design and visual direction
Product positioning and shelf strategy
CPG brand development collaboration
Buyer-facing concept presentation