Art Direction & Design: Packaging

Art direction from the initial concept to final delivery.

Kitchenware for Pets

A cross-function team lead by the packaging department, and consisting of several in-house creative departments, including product development, marketing, space planning, and an in-house photo studio was formed to create Petco’s first premium kitchenware brand for pets.

The Collection: Selects

From double-sided spatulas to aesthetically pleasing food storage containers, the Kitchen by Reddy collection features products to prep, serve and store food for your pets. Because each product was diverse in shape, size and intended use, the collection called for plenty of packaging puzzle-solving.

Reddy serves (pun intended) as Petco’s prominent pet lifestyle brand with products focused on fashion and function for a predominantly Millennial pet parent customer base. So, the team knew this collection’s packaging needed to look elevated and offer easily digestible (pun also intended) essential information. For this new assortment, the team wanted to make sure the structures worked hard to show off the product while allowing for versatile merchandising and easy shopping.

Photography | Videography | 3D

Art direction for photo shoots, creating shot sheets, storyboards, and retouching, color correcting, and preparing photography for use.

3d render elements were also designed and created for the campaign.