You Can Teach an Old Dog New Tricks.


Mars Petcare USA


Strategy · Brand Identity · Design · Repro




40 years. That’s how long Pedigree has been providing quality food for dogs. But the brand had lost a step in the face of new competition, and its canned food range was proving difficult for consumers to shop.

Our efforts centered on making it easier to discern texture, variety, and flavor. A new navigational structure, texture-specific backgrounds, strong typography, and enhanced product photography all come together to enhance shop-ability. Color coding and unmistakable ingredient imagery better identify the flavors owners know their dogs love.

Pedigree cans are now fetching customers – old and new.