Nutro So Simple
NUTRO So Simple makes premium dog food with carefully sourced, high-quality ingredients, but the packaging needed to clearly communicate this to pet owners. The challenge was to create a design that conveyed ingredient transparency, quality, and simplicity, while helping shoppers quickly understand the benefits and differentiate between recipes on shelf.
The design needed to feel trustworthy, premium, and approachable, reflecting the brand’s philosophy that feeding your dog well should be uncomplicated.
Creative Challenge
Solution
We built a packaging system that puts the ingredients front and center. A visual bullseye highlights the real food– chicken, brown rice, barley, peas, and flaxseed– in their whole, non-processed form, communicating transparency and care.
The marble background, a signature visual asset, conveys premium quality and natural authenticity, while the clean, simple logo creates a flexible structure for varianting by protein type through color coding.
This approach balances clarity, credibility, and shelf impact, reinforcing NUTRO So Simple’s positioning as a high-quality, trustworthy choice for pet owners.
Packaging Design
Visual Identity
Logo Design
Portfolio Architecture
In collaboration with Jones Knowles Ritchie
CREATIVE EXPLORE
While the final system for Nutro So Simple leaned into a marble-backed "visual bullseye," our creative exploration was an essential phase for pressure-testing exactly how much visual information a pet parent needs to feel confident in their choice.
We looked at radical, ingredient-first compositions where high-fidelity macro photography of chicken, peas, and flaxseed became the primary architecture of the bag. We played with typographic weight and white space, stripping away the category's typical clinical clutter to see if "So Simple" could be communicated through pure graphic restraint. By iterating through these more minimalist directions, we were able to validate the importance of the marble texture as a premium anchor, ensuring the final design felt elevated and authentic rather than just another "natural" option on a crowded shelf.
