Brand Identity | Packaging Design | Marketing Design | Visual Systems
My Role
Brand Designer (Agency Team) Contributed to visual direction and played a key role in developing and rolling out the brand across packaging, retail, and marketing touchpoints.
The Context
K9 Raw, a local pet food business with a strong and loyal customer base, was entering a new phase of growth. As the brand expanded into retail and online channels, there was a need to strengthen its presence across packaging, marketing, and in-person experiences. With an upcoming appearance at the Bay of Plenty Pet & Animal Expo, the business also required a more cohesive identity and supporting materials to present confidently in a competitive retail environment.
The Opportunity
To build a scalable and commercially effective brand system that could support expansion across retail, digital, and physical environments. The focus was on improving clarity at shelf level, strengthening product differentiation, and creating a more confident overall brand presence within a crowded category.
What I did
Contributed to research and team workshops exploring positioning, competitors, and creative direction
Collaborated on the development of the visual identity system, including typography, colour palette, and supporting brand elements
Helped define a bold, colour-coded system to differentiate product lines and improve in-store clarity
Designed a comprehensive suite of freezer-safe packaging labels across the full product range, working within strict production constraints
Developed marketing and trade show assets including brochures, pull-up banners, posters, freezer signage, sample pack labels, and an infographic video
Supported rollout across multiple touchpoints to ensure consistency across retail and event environments
Outcome
A more cohesive and commercially strong brand presence that better reflects the quality of the product and improves clarity for customers. The packaging system improved shelf impact and made product selection easier through clear visual differentiation, while the supporting marketing suite enabled a confident and consistent presence at the Bay of Plenty Pet & Animal Expo. The result is a flexible and scalable identity system that supports continued growth across retail and digital channels.