Holistic Select needed a packaging refresh befitting its quality and price point in independent pet stores. In the crowded field of natural pet food products, we set up a system of color coding leveraging the brand's "mandala" motif, giving it added prominence on-shelf as well as reinforcing the natural, "holistic" message. Through research and surveying competitive packaging, we determined that animal photography not only aided in establishing an emotional connection with the consumer, but was also key in shoppability by breed type, animal size or life stage.

Client: Holistic Select
Design, Art Direction & Photo Retouching: Christine Hancock
Copywriting: Sarah Hinson
Creative Direction: Mike Grice