Petsmack

Petsmack is a natural pet food brand developed as a private label for Petshop Group, offering ready-to-eat meals and nourishing broths for cats and dogs. Each recipe was created in collaboration with nutritionists and veterinarians, with pre-portioned servings designed to make feeding easier, clearer, and more reliable for pet owners.

In natural pet food, trust is everything. Owners choosing fresh, real ingredients want to feel confident not only in the product itself, but in the brand behind it. The challenge was to create an identity that communicated quality, care, and nutritional credibility without becoming cold, overly clinical, or visually generic.

The system also had to work across different packaging formats—from frozen food pouches to broth bottles—while remaining cohesive, practical, and instantly recognizable.

The name 'Petsmack' was built from 2 simple, memorable ideas: 'pet' and 'smack': the sound and sensation of something genuinely tasty. It gave the brand a tone that felt clear, warm, and slightly playful, while still keeping the focus on food quality and everyday usability.

The brand needed to feel approachable and emotionally engaging, but never unserious. 'Petsmack' landed in exactly that space: easy to remember, easy to say, and closely connected to the sensory pleasure of feeding.

The visual identity was built around warmth, clarity, and appetite appeal. A palette of orange, beige, and brown helped communicate naturalness and nourishment without relying on the overused green-and-white codes of the health category.

A numbered recipe system became the core organizing principle of the packaging. Instead of overcrowding the design with names and claims, each product was given a clear number that made navigation easier and gave the brand a more structured, editorial feel. This approach created consistency across both food pouches and broth bottles, helping the range feel like one unified system from the start.

Petsmack launched as a natural pet food brand that felt trustworthy, clear, and genuinely distinctive. The identity brought together warmth and structure, helping the product stand apart in a category often split between overly clinical design and generic “healthy” branding.

Sonya Mudvex | Art Direction, Copywriter
Mark Kholovaed | Senior Designer
Photos by Petshopru