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Lily's Kitchen: Proper Pet Food

Award: Wood Pencil

Wood Pencil / Packaging Design / Packaging / 2009

Entrepreneur Henrietta Morrison came to Albion with a new idea: pet food that is actually made from good cuts of meat and nice healthy veggies. All stuff that makes dogs and cats smell better and live longer. No more slurry, ash or bits of carcass. We told Henrietta it was only natural to name her brand after her own dog Lily. And we told her that her brand proposition should simply be ‘Proper Dog Food’, because that was what she was passionate about. We wanted Lily's Kitchen to feel modern but have a timelessness to it. Something that says, 'The food in this tin is quality', without resorting to the usual pictures of big dog faces.

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