The Versele-Laga company has been servicing the needs of pet and animal nutrition with passion and expertise Since 1932. There is hardly a pet food category they haven’t a foothold in, thanks to countless years of innovation and support for breeding professionals to everyday pet-owners alike. They say a dog is a person’s best friend, so unsurprisingly the dog food category is a very significant part of their business, with the Happy Life brand servicing a mid-tier segment catering for consumers on the look-out for quality nutrition for their pet at a price that won’t break the bank.

After many years of comfortable success, the dog food category has expanded dramatically with now many new challenger brands competing head-on with the established ‘A’ Brands and their international awareness/exposure. This together with the pressure from Private Labels and emerging new design trends, has resulted in a situation where Happy Life was being somewhat left behind. Pet packaging design in general was becoming increasingly more emotional and a new shift towards designs that tug at the heartstrings meant that we needed to step up to make meaningful changes.

Thankfully with a name like Happy Life, we didn’t have to look too far for inspiration. What indeed makes your dog happier than the enjoyment of eating and the excitement and contentment it brings for both animal and owner. This moment is captured on every pack through the impactful and joyful pet portrait photo, napkin around their neck, mouth open and licking their lips in anticipation for the first bite. But the napkin also has a second function, and that is to collect and order carefully all product related information so that consumers can clearly navigate to the right choice. This supported by powerful variant colour coding delivers a design that jumps from the shelf, wagging its tail, looking for attention.

Sit, stay, roll-over, paw, here you go, there’s a good pack ;)