Woofers
Brand & Packaging

Woofers is the popular dog food you've never heard of! Manufactured by Harbro, it's only sold in their Country Stores across Scotland and northern England, with farmers and rural communities their core customers.

Harbro approached my team with exciting plans to extend their store network, and with it, to change the image of Woofers from a low-cost food for working dogs only, to a mid-range food for both working dogs and family pets.

It was felt that the original packaging design was functional but could be more emotive and benefit from a refresh. My design work aimed to bring joy, colour and life to the brand, embracing the outdoors as a nod to the brand's roots and customers, while attracting a new audience of budget-conscious, brand-led, outdoorsy dog owners.