True Instinct Pet Food
Natural food for your pets just makes sense—after all, they crave meat for a reason. True Instinct is a pet food that respects your pet’s instincts and is made with high meat content. Summa Coleman designed the packaging to encourage pet owners to give their furry friend all natural kibble.
“Summa Coleman has launched a new pet food brand in Europe True Instinct®, positioning the brand in the natural territory. Natural Nutrition that respects their instinct. Two ranges were developed: the holistic nutrition (nutrition based on the variety and balance in natural ingredients for a healthy diet) and the high protein nutrition (nutrition based on meat and high levels of protein, complete with other ingredients such as fruits, vegetables or natural plants). The graphical image of the portfolio is very consistent, premium and natural.”
The packaging for True Instinct features an image of a dog in the wild, standing on a hill with rolling mountains and a rising sun in the background. It speaks to the optimal health of an animal, which all pet owners want, and channels the meat-eating desires of a dog. The pouches and bags are resealable allowing the food to stay fresh, and images of the ingredients appear on the front to clearly communicate how healthy it is.
Designed by: Summa Coleman
Client: Nature’s Variety, True Instinct
Creative Director: Òscar Fort
Art Director: Josep Maria Gallarde