Gather Pet Food A Certified Organic and Sustainable Food for Pets

We've all heard the saying "Be the person your dog thinks you are." We all want our pets to love us and most importantly live happy lives. Gather Pet Food is making that easier than ever with the help of Subplot Design, Inc. With the creation of Gather, a certified organic, non-GMO and sustainable pet food product. 

"With the knowledge that consumers are increasingly demanding sustainability, transparency and organic ingredients in their pet food, and scrutinizing more than ever for quality and safety, Petcurean Pet Nutrition today announces GATHER™. Long-time partner, Subplot Design Inc. collaborated with Petcurean on the brand and product strategy, and is responsible for the brand name and all packaging and promotional design.

GATHER is a new category of pet food crafted from Certified, Organic, Non-GMO and Sustainably Produced Ingredients. The recipes are perfectly blended and balanced to provide dogs and cats with premium quality, natural nutrition and are free from rendered ingredients.

When developing GATHER, Petcurean searched for and found a handful of farmers, growers and fishers of the highest integrity, who were practicing the responsible and sustainable production of extraordinary quality and natural ingredients. Those who earned Petcurean’s confidence have become the secured sources and trusted partners that supply the premium quality ingredients used in GATHER. 

Each recipe is free from rendered or genetically engineered ingredients and features a single source, fresh and dehydrated primary protein, as well as premium ingredients like MSC Certified krill, peas, lentils, chickpeas, organic flaxseed and other essential ingredients."

“As a company, we’ve always been committed to providing nutritious, quality recipes for pets using whole food ingredients, and with GATHER, we’re taking our commitment one step further by meeting the growing consumer demand for complete responsibility and accountability,” said Rick van Schagen, President at Petcurean.

“We took time to seek and find partners whose integrity, transparency and sustainability practices mean we can deliver functional, whole foods from the earth and oceans to keep pets healthy, happy and loving life, as naturally as possible. Consumers are increasingly demanding unique, natural brands – we created GATHER to be proactive and ready to meet that demand.”

“This product has so many positive attributes, from certified and organic ingredients, to sustainable production methods to the responsible packaging, the challenge was to distill this down into a clear message for pet food shoppers”, says Matthew Clark, Subplot Founder & Creative Director.

“The name, GATHER, sets the first expectation: bringing together the many suppliers, ingredients and sources into one amazing food.”

The packaging platform builds on this idea by focusing on the main protein source of each recipe (fish, chicken, vegetables) with a unique illustration by Toronto illustrator, Darren Booth. Wrapping around the side of the bag, we follow the journey of the ingredients: from other fruit & vegetable ingredients on a farm, to the town and city, straight to the pet food store and pet’s bowl. The path from “farm to bowl” underscores GATHER’s commitment to sustainable process, premium certified ingredients and freshness. Icons direct attention to the major ingredients and benefits, as well as all certifications.

To further show Petcurean’s commitment to sustainability, GATHER leverages a USDA certified bio-based packaging to help reduce the product’s environmental impact. By using bags that are one-third plant-based, Petcurean has reduced its use of petroleum-based resources by 30 percent; for every 16 lb. bag the company makes, it saves close to a 4lb. bag worth of petroleum-based material.


Project Credits
Creative Concept & Design Subplot Design Inc.
Creative Director & Designer: Matthew Clark
Copywriter: Pete Pallett
Illustration: Darren Booth
Client: Petcurean Pet Nutrition